Alex the lion, Marty the zebra, Gloria the hippo and Melman the giraffe took over key Luas columns on the Green Line to promote the much anticipated October release of Madagascar 3 – Europe’s Most Wanted. The latest installment in the Madagascar adventure takes the gang through Europe where they join a traveling circus. The Luas columns were fully wrapped and fitted with giant 3D afro-circus wigs that ensured they could not be missed by Luas commuters.
Luas is a perfect media fit for movie releases as the network covers 48 screens on the red line and 35 screens on the green. 71% of regular Luas commuters are medium to heavy cinema goers*.
(*source: ROI TGI 2012)
The Madagascar campaign was booked through the Media Bureau and PML. Production of the specials was carried out by Reynolds Display and Eclipse Media.
For more information on Luas innovation contact sile.greene@jcdecaux.ie