They had a big (and likely expensive) opening for the movie in London. I also see articles on British websites in the leadup to the film.
http://www.telegraph.co.uk/films/20...e-stars-arrive-for-the-premiere/lydia-wilson/
That's one newspaper's own coverage of a celebrity attended premiere, which applies to most blockbusters these days.
But there was no marketing campaign from Paramount itself, no massive add campaigns, no big interviews on chat shows like Into Darkness recieved, as mentioned above. To be honest I can't remember seeing much more than just the trailers, there didn't seem to be any attempt to make it stand out at all.
A premiere lets movie fans know it's out, but it doesn't build up any hype or expectation from a general movie going audience prior to its release.