Target Media, Posterscope and Ten Nine have launched integrated campaign for the blockbuster film Penelope, distributed by Momentum films across the UK this week. The campaign comprises TV, Press, Radio, Online and Outdoor including a poster campaign in school.

The TV campaign is being aired across the main commercial channels ITV, C4, five as well digital channels SKY, Living, MTV, E4 and ITV2.

The campaign will also run on several children’s channels including Nickelodeon, Cartoon Network, and CITV. With a promotion running across Nickelodeon

To ensure the campaign reaches the target audience, media agency Target Media and outdoor agency Posterscope collaborate with Ten Nine, a leading communications provider for responsible messaging in secondary schools and 6th form colleges, to implement six sheet poster panels in nearly 600 schools across the UK.

Press advertisements will be placed in several youth titles in January, Bliss, Sugar, Top of the Pops and Mizz and a 20-second radio advert will be aired both nationally and regionally across a number of stations including Hit40, Fresh 40, Smash Hits, KISS, and Galaxy.

The film, starring Christina Ricci, James McAvoy, Reese Witherspoon and Richard E.Grant, is a modern fairytale of a young girl who is under a curse and has to overcome her looks to find love.

The online campaign comprises a strong presence across portals such as MSN, Hotmail and social networking sites Habbo and Piczo. Lifestyle website MyBliss will run rich media ads, competitions and quizzes and Mykindofplace will feature a two week homepage takeover as well as create a dedicated micro site, featuring games and multimedia content

Naomi White at Target, commented: “This is a great film so in order to capture its target audience we implemented an extensive integrated campaign involving a variety of different media channels.

“To effectively engage with the teenage audience, we supplemented out above the line and digital activity with a poster campaign in schools run by Ten Nine. This offering is proving to be a highly efficient way of targeting this demographic in a responsible and effective way.

Bob Strawbridge, National Sales Manager at Ten Nine, commented: “Working with Momentum films represents another important step into the entertainment arena for us. The campaign for Penelope portrays the fun and entertaining side of the film whilst also highlighting the underlying issue around beauty being skin deep, an important message for the youth market.”

From 4RFV

Since the release of Penelope is getting closer, it’s being released on February 29, 2008, I decided to post some various links to different Penelope related content. Of course, there is the official website – PenelopeTheMovie.com. You can join the official Myspace and the official Youtube Channel. Check them out and don’t forget to go see Penelope on February 29!

AFTER spending a summer of love with her Aussie actor beau Kick Gurry in Sydney, it may only be a matter of time before Hollywood actress Christina Ricci shacks up in his lavish Darling Point home for good.

The pair, who met in September while starring in the Hollywood blockbuster Speedracer, spent the festive season soaking up the sun together, with Ricci hinting to film writer Erin McWhirter things could be hotting up on the domestic front.

On the promo trail for her new flick Penelope yesterday, the 27-year-old turned super spruiker for the Harbour City.

“Sydney is probably my favourite city ever. After three days here I was like, ‘This is the best city I have ever been in’. There are places like Rome or Paris, but you can’t imagine living there. This seems like the most wonderful, liveable city in the world. It’s been the best start to the New Year.”

While she remained tight-lipped on the intimate details of life with Gurry, it appears his laid-back Aussie attitude has rubbed off on her and their romance.

“I have definitely grown out of thinking jaded is cool,” Ricci said.

“I used to have a real problem with sincerity, I was always sarcastic, but I think now I am confident enough within myself to be sincere.”

Now happily head-over-heels, the actress who once struggled with anorexia said she is now content, making relationships easier.

“You have to learn to love yourself and you have to learn to stick with yourself because no one is going to make you perfect,” she said.

“You are not going to meet the kind of person you are going to fall in love with until you are the best person you can be.”

Ricci, who flew out of Australia last night, plays the lead role in her latest romantic fairytale film, due for release here in April.

From the Courier Mail (Australia)

I updated the gallery tonight with some older candids and some HQ’s of Christina in Japan promoting Penelope last month. Make sure you’re logged in at the gallery in order to view both albums. You can check those out by clicking on the thumbnails below.

I have also created a poll at our forums where you can vote for which Christina movie you would like to see me capture next for this website. Please head on over there and cast your vote!