First Choice has launched a brand new partnership with Vue Cinemas with the aim of promoting family experiences through the ‘all-inclusive family package’ ticket.
MediaCom planned the campaign which sees the deal promoted through a 30 second ad shown before a selection of films aimed at the family audience.
The deal will also be promoted through a bespoke landing page on the Vue website and a banner on the family page, as well as promotional materials in the foyer of Vue’s 82 sites and digital adverts above concession stands.
Marketing and digital director at First Choice Jeremy Ellis said: “We’re delighted to announce this exciting partnership with Vue Cinemas. Heading out to see a film is a great way to have fun with your family – something that we at First Choice are incredibly passionate about. We’re renowned for our ‘all you can’ all-inclusive offering in our exotic destinations around the world and we wanted to bring a taste of that home for families across the UK.”
The ticket will include entry for four into a film, a snack of choice and a drink.
Joe Evea, commercial director for Digital Cinema Media (DCM), who organised the partnership, said: “The First Choice All-Inclusive Family Package is the first time a partnership of this kind has been introduced in UK cinemas. It’s a ground-breaking example of how brands can align themselves with the cinema experience, providing added value to families as part of a special day out.”