Warner Village Cinemas has brought in HDM PR on a pounds 1.5
million budget to assist its in-house team as the multiplex operator
doubles its outlets over the next four years.
Warner, which will add 25 new multiplexes to its existing 27 by the end
of 2003, has an 11.5 per cent market share and hopes to be market
leader.
HDM PR has been appointed to develop a brand campaign for the chain, and
to devise and execute PR campaigns around new developments such as
’Starcity’ in Birmingham, which with 30 screens will be one of the
largest cinemas in Europe when it opens in July. The pounds 1.5 million
PR budget for the work will be spent over 18 months.
Paula Laing, account director at the agency, said: ’We will be doing
local consumer PR to raise awareness. It is also a question of
persuading people to go to the cinema rather than waiting for a film to
come out on video. People need to be reminded of the ’wow factor’ of
going to a good cinema,’ she said.
The work was won after a recommendation from the agency’s Italian
partner and a series of presentations. There was no competitive
pitch.
The team at HDM PR, which is part of the full service HDM Agency, will
be led by PR director Melanie Ellis. She will report to Warner Village
Cinemas’ marketing manager Danielle Walsh. Warner’s in-house team will
continue to work on trade PR.
