Background:
The Jerusalem Cinematheque is for many Jerusalemites much more than a site for recreation. The Cinematheque has redefined the entertainment culture in Jerusalem and has tried to cater to adult and young audiences alike. Still today, decades after its establishment, the Cinematheque is attempting to attract diverse audiences composed of both young and old.

The Challenge:
Wake up! It pays to be a student in this city.

As part of the marketing efforts, the city's large student population was described as the preferred target audience. Every year, the students receive a discounted membership that includes free admission to all shows for a very special minimal fee. Despite this, the potential for acquiring new student memberships has not been tapped.

Our Solution:
The Cinematheque is open to all.

As part of the campaign’s marketing strategy, students from all over the city were addressed - not just film enthusiasts living around the vicinity of the Cinematheque. The campaign included billboards, registration stands, and a variety of promotional materials.