Senna: A Cohesive Marketing Campaign

What is a Cohesive Marketing Campaign?

Cohesive Marketing involves the use of similar features across the whole platform. This may be a style of filming or editing.

This repeated feature is usually brought into other productions as it was the reason for the success of the original production, as it helps the audience create links to the original.

What makes Senna a Cohesive Marketing Campaign?

The documentary Senna uses cohesive marketing in its advertising. The colours of Aryton Senna’s iconic helmet are used in the poster for the film.

The use of the yellow, white, black and green creates links between the driver himself and the production. This classic iconography helps the audience recognise the content of the documentary.

These features are carried across in all the production’s marketing. Here is a screenshot of the film’s official website.

Here you can see that the same iconographyIs carried across. The use of the green, black,Yellow and white colour scheme is used inThe website.

The DVD case for the film also uses this same Iconography as the film’s poster, even the discContains the images used on the poster.

This creates a cohesive marketing campaign as It gives the audience a recognisable, eye-catching And highly repeated image which they will Identify as being related to the production.

Further Ties

Two posters were used to promote Senna, and were both very different but did use the same slogan.

No Fear.No Limits.No Equal.

This repetition of information shows that the achievements of Senna are

worth watching