The Red Cinema, Salford Quays

Project
Relaunch and premiere of “Oceans’ Twelve” – The Red Cinema, Salford Quays

Brief
The brief was to help raise the profile of Red Cinema and create new business opportunities, while revitalising the Red Cinema’s brand and product offering, as well as raising footfall into the venue, and positioning the cinema as a first choice location.

Strategy and Plan

The overall marketing and PR strategy, included revitalisation of product offerings, promotional channels, and other communications. After development of the plan with the client, a major high-profile re-launch of the facility to candidate clients became the centrepiece of the PR strategy.

1. The creative campaign and pre-event push
Alongside the creation of a new marketing plan, that included revitalization of the business and corporate support packages, as well as a targeted advertising campaign focused on key events trade media and regional Consumer magazines, a media plan was created that maximized the PR and media value of potential events surrounding the cinema.
A calendar was drawn up that highlighted key dates including public holidays and celebration days, key film release dates and the creation of special offer days and events. Through use of this calendar, a constant stream of media activity was drip fed to regional press.
Following discussion with Warner Village Cinemas, a northern film premiere screening was secured for the production “Oceans’ Twelve”, which was then developed as an ideal format for a high-visibility re-launch of the facility to general audiences and corporate clients. This allowed the cinema to be positioned within the press as “the hottest seats in town”, with guestlists consisting of key influencers and opinion formers, as well as notable celebrities.
“Piggybacking” campaign activity with the Oceans’ 12 primary marketing campaign, IMPR created a regional “buzz” about the launch, with the use of teaser releases and competitions in print and broadcast media. Pre-event photocall notices were issued to all major regional and national newspapers’ photodesks, and briefings were also issued to key Picture Agencies.

2. The Launch
An event format that directly linked into the film’s themes, of Armani-suited luxury and style was created, that utilized promotional products and services from a range of key sponsors involved with the film and cinema, including Manchester United, Jaguar, and Pernod Riccard beverages.
A pre-screening drinks reception took place at The Red Cinema itself, giving visitors ample time to experience the facility and its’ many advantages, while giving Red Cinema staff the ability to talk directly to key corporate sponsors and partners. A highly branded red carpet entry into the cinema ensured that celebrity guests were captured with Red Cinema branding clearly displayed in the background of press photography.
A “Cat Burglars” themed party, post-screening, was implemented, utilizing the comfortable and stylish surroundings of Manchester’s “The Cotton House” Bar and Restaurant.
Guests were greeted with cocktails served by The Cotton House’s own “Cat Burglar Crew”, and a set-period complimentary bar ensured visitors did not leave the event feeling dry! Local DJ Dean Savage provided a selection of cool, funky tunes that were featured in, and clearly reflected the feel of the film, while the use of strategic placement of marketing materials throughout the venue further themed the event and pushed forward Red Cinema brand visibility to attendees.

3. The Post Event Follow-up
Upon leaving the event, guests were given a Red Cinema gift bag, containing marketing materials and a range of souvenirs of the film and event. Through this format, guests were able to take away materials reinforcing the Red Cinema’s products and services offering, and ensuring a lasting impression of the cinema and its’ services.

Post-event press releases with official event photography were issued, and press enquiries and interviews that were not dealt with at the event were managed through the provision of a press office service. Sell-ins of the story and imagery were conducted to publications that did not attend at the evening, ensuring coverage.

Measurement and Evaluation:

Full page feature in Manchester Evening News “Diary” section
2 minute slot on ITV’s primetime “Granada Reports” regional news magazine
Placement of competition features in Manchester Evening News
Placement of competition features in Manchester Online.co.uk
Placement of 3 minute competition features on Key103 FM
2 minute slot on Manchester TV Channel “Channel M”
Showbiz Report in the Daily Star
Showbiz Report in The Mirror
20% increase in post-event ticket sales
Creation of new corporate relationships for the client
The ongoing campaign secured regular media coverage in local and regional newspapers

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