ODEON Cinemas has chosen Pavilion Communication to launch its first foray into online advertising with a campaign focusing on ODEON site registration and pre-booking for Spider-Man 3.

Running from 9th April to 12th May, the campaign splits into two phases, prior and post film release. The primary focus of the campaign is to engage with regular cinemagoers and encourage online registration with ODEON.

Spider-Man 3 skyscraper ads were placed on popular film sites, Empire Online and Total Film, to give ODEON exposure to their key target audience.

Entitled ‘which way is it going to go?’ the ads under-pin the films’ choices theme. Users are encouraged to register for ticket information to be in with a chance of going to the UK premiere of Spider-Man 3, or to pre-book tickets for a trip to New York, the home of Peter Parker.

With still two weeks to run, the incentive-focused ads are already serving click to conversion rates for bookings of 15% and 31% for registration. For ODEON, it marks a successful start to a series of online campaigns launching in 2007.

Pierre Scott, ODEON CRM Manager explains, “ODEON wants to develop a relationship with regular cinemagoers and lovers of film so the time was right for us to invest in online advertising and meet that target market head-on. Pavilion will play an instrumental part in helping us to achieve our objectives.”

Pavilion has worked with ODEON for the past two years developing their online acquisition strategy, and UCI Cinemas for 4 years. This latest campaign marks an exciting step change in the ODEON account which looks set to continue for the foreseeable future.

For further information on this campaign contact:
Sarah Probert-Hill
Marketing Manager
Pavilion Communication
Tel: 01625 547947

Published on: 12:00AM on 15th May 2007