Red aims to make Odeon the star cinema attraction

Odeon Cinemas has hired the Red Consultancy to work on its

six-figure consumer PR account in a bid to revamp the high street cinema

brand, as it faces aggressive competition from brands including

Virgin.

Red will work alongside design company Wolff Olins to communicate the

new Odeon brand and reinforce its corporate positioning.

Odeon dominates the high street in terms of numbers but feels it needs

to raise its profile against competitors such as Warner Village and

Virgin.

Red will also support the new cinema openings and redevelopments

throughout the year as Odeon pursues an aggressive redevelopment

plan.

Odeon Cinema marketing director Ron Hanlon said: Taking Red on board is

a key part of our strategy to make Odeon the most dynamic brand in the

UK.

’Red understands our market and they seemed as fanatical about film as

we are,’ he added.

The Red Consultancy’s managing director David Fuller said: We have all

grown up on a diet of Odeon and it is great to be involved when so much

change and expansion is planned.’