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February 11, 2008

National Treasure experience provides focus of movie campaign

The recent UK release of Disney action movie National Treasure: Book of Secrets has been promoted through a live experience, which will see eight people take part in a cross-continent competitive treasure hunt.

Participants will fly between Paris, London and Washington in a bid to solve clues at each destination over a 96-hour period. The winning team will then stay on in the USA for a dream holiday.
Participants will be selected through drives across business partner platforms, including MTV, XFM, MSN and The Daily Star. The chosen three teams will begin the treasure hunt on 23 February, searching for symbols hidden around famous landmarks. The team that finds the hidden treasure first will win a 10-day dream holiday in America.

Directed by Jon Turteltaub, National Treasure: Book of Secrets is the follow up to the 2004 box office hit National Treasure. The second installment sees treasure hunter Ben Gates, (Nicolas Cage) swoop between Paris, London and Washington searching for ancient artifacts that will reveal clues about the real killers of Abraham Lincoln, clear his great grandfather’s name and expose the whereabouts of a long lost native American treasure – the ‘city of gold’.
“Disney really liked our idea of creating a real-life treasure hunt, especially as it mirrors that of Ben Gates’ hunt in the film,” said Michael Brown, managing director of Beatwax, the marketing agency that designed the event. “They’re delighted with the media coverage linked directly to this initiative as this has essentially created a wide publicity drive to find the contestants across a range of media partner platforms; which have in turn provided a great way to communicate key messages about the film.
“The real-life treasure hunt experience will help bring the film to life and generate maximum exposure in the lead-up to the film’s release. Interest is already high; thousands of would-be treasure hunters have already applied to take part, so we are really looking forward to seeing the final results.”

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