Vue Cinemas win

News announcement

19th June 2006

Leading brand response agency Tri-Direct has won a competitive pitch for Vue Cinemas, with the objective of making Vue the number one cinema destination.

Tri-Direct takes over from MediaCom as Vue’s brand response agency and will be implementing a number of innovative awareness-building ideas in order to raise Vue’s profile with the British public.

Tri-Direct will use their understanding of local media to increase media effectiveness for Vue. They will also advise on the creative approach to ensure that message and medium complement each other, as well as the development of Vue Cinemas’ strategy. The campaign will include channels such as door drops, radio, outdoor, bus wraps, regional press and online. Tri-Direct will also be using NeXus, their own bespoke free news planning tool, to understand the quality of local titles as well as target audience penetration.  The campaign will launch on 1st July 2006 and has a spend of £2 million.

Lucy Stafford, Media Director at Tri-Direct: “Vue Cinemas is one of the leading cinema chain brands in the UK so we’re thrilled to be working with them. We’ll be using the experience gained in our regional press work with Westbury Homes and Whitbread, together with some inspired awareness-building ideas such as the bus wrap, to help deliver on one of the most measurable response mechanisms; bums on seats!”

Mark deQuervain, Marketing Director for Vue Cinemas: “We were impressed by Tri-Direct’s extensive relationship with the regional press and their obvious commitment to delivering a high level of client servicing. They demonstrated excellent planning and direct marketing capabilities and we look forward to working together."