News Article Published:
Friday, 17 August 2007
Category:
Insurance
In a piece of highly targeted marketing, niche insurer RIAS, which offers insurance products to the over-50s, is set to sponsor Odeon cinema's Senior Screens.
RIAS' target market will be offered discounted tickets to Odeon's Senior Screens at 94 UK cinemas on weekday mornings.
The niche insurer will run a specially-made advert at the cinemas as well as receiving sponsorship credits.
RIAS will also place advertising in Odeon foyers and promotions on the world wide web.
The campaign will launch at the end of August, and the advertising message will be on the theme of 'happy endings', hoping to reflect the golden age of cinema.
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's Senior Screens offer has already had an uptake of 360,000 since last its launch in June last year, a market which RIAS will now be able to exploit.
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