Leading holiday company and home of all-inclusive, First Choice, has renewed its award-winning partnership with Vue Entertainment to continue bringing the ‘all-inclusive’ feeling to UK cinemas for a further six months. The partnership was agreed between Digital Cinema Media (DCM) and planning and buying agency MediaCom
To date, thousands of families have taken advantage of the First Choice ‘All-Inclusive Family Package’ ticket, which includes entry into a film, a snack of choice and a drink enabling them to bring that all-inclusive holiday experience back home with them after their trip to the cinema. Kids snack box options are also available, meaning a family of four could save up to 20% on the cost of a trip to watch the latest blockbuster together.
On 19 March, First Choice picked up the Best Use of Affinity Marketing & Sponsorship for this partnership at the Travel Marketing Awards hosted at Grosvenor House Hotel by comedian Rufus Hound.
Jeremy Ellis, Marketing & Digital Director at First Choice said: “We’re thrilled to be extending our ‘All-Inclusive Family Package’ partnership with Vue Cinemas. Seeing the latest blockbuster at the cinema is a great way to have fun together as a family – something First Choice is incredibly passionate about. We’re renowned for offering an ‘all you can’ all-inclusive experience in a range of exotic destinations around the world, and this package with Vue brings a taste of this carefree indulgence to a family day out. ”
Vue cinemas said: “We are delighted to be able to continue providing our customers with the First Choice ‘All-Inclusive Family Package’, which has been extremely successful to date. The package was designed to add value to a day out at the cinemas for families around the UK and we are looking forward to continuing with our partnership and delivering an exceptional entertainment experience for everyone to enjoy.”
Digital Cinema Media (DCM) added: “The First Choice ‘All-Inclusive Family Package’ has brilliantly showcased how brands can align themselves with the cinema experience. This partnership demonstrates the versatility of cinema, with First Choice using elevated brand interaction and targeted audience engagement to continue adding value to families when planning a trip to the movies.”
The campaign is supported by on-screen advertising, which includes an ident promoting the package, promotional materials placed in the foyer of all of Vue’s 83 UK sites, as well as branding across any of Vue’s marketing collateral including online, social and magazine.
The package is bespoke for families and tickets are available to purchase both in the foyer and online.