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.’
