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RIAS, the over 50s specialist insurer, has announced a major new partnership with
ODEON Cinemas. RIAS will sponsor the ODEON Senior Screen, offering the over
50s access to regular, reduced-price cinema screenings across the country.
The ODEON Cinema Senior Screen has already gained huge popularity with
360,000 over 50s who have attended screenings since its inception in June 2006. The
ODEON Cinema Senior Screen allows over 50s to enjoy a reduced entry fee at
94 cinemas across the UK on weekday mornings.
Janet Connor, managing director of RIAS, said: "As one of the major players in the
over 50s insurance market, we were keen to select a partnership that gave RIAS
national exposure and has wide appeal to our target audience. Our customer-centric
ethos means that we focus on delivering products and services that our over 50s
customers want. "With that in mind, and given that the ODEON Senior Screen has
already proved so popular, we wanted to partner with an organisation that
understands the over 50s as well as we do and provides a service that is as
accessible, as it is fun. ODEON Senior Screen provides all that and more. We are
very much looking forward to the start of what promises to be a perfect partnership in
the interest or our collective customers."
The partnership with ODEON is RIAS' first foray into cinema and will feature a
specially commissioned advert and sponsor credit, together with a selection of foyer
advertising and online activity. A bespoke creative execution has been developed for
the partnership around the theme of "happy endings", harking back to the golden age
of cinema. An integrated campaign will make use of this theme as RIAS looks to
continue to raise its brand awareness with the over 50s audience.
Kate Macfarlane, Brand Manager from ODEON added: "This is the first time we've
worked with a sponsor for Senior Screen and we are looking forward to working with
RIAS to develop further an already popular offering. We are delighted to be joining
forces with a brand that is so trusted and respected amongst the over 50s."
RIAS is working with Genesis Partnerships to broker the deal and manage the
relationship. ODEON Cinemas are represented by Carlton Screen Advertising, who
negotiated the terms of the deal. Creative execution for the campaign was handled
by WPN.
E&OE
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