Tuesday, 5 April 2005
Cathay Organisation Holdings continues to remain at the pinnacle of the entertainment arena through a partnership with Telecommunication Company, M1 in a mall-cum-cineplex tie-up that marks a first for Singapore.
Corporate Hall Adoption was an idea mooted by Cathay Cineplexes, a subsidiary of Cathay Organisation Holdings in December 2003. Corporate clients were given an additional platform to launch branding and advertising opportunities via a unique medium that till then, was used only for the screening of advertisements before the start of each movie.
Hall Adoption provided companies with opportunities to create branding on the permanent features within the hall i.e seats, carpets and light features as well as free screenings and advertising air time. At present, Cathay Cineplexes has four corporate “Hall Adopters”, namely Standard Chartered Bank, Panasonic, F&N Coca-Cola and OCBC.
With M1, Cathay Organisation has taken this one step further, incorporating an adoption programme for Cathay Cineleisure Orchard, an entertainment mall that shares the same target market as M1.
With this newly minted partnership, M1 now has a bigger and more prominent platform to carry out a multitude of advertising and promotional activities, tapping on the 1.5 million visitors to the mall each month.
With this privilege comes the new accolade of being the “Official Telco” for Cathay Cineleisure Orchard. This essentially provides M1 with exclusivity for advertising and promotions within the premises.
With this collaboration, Cathay Cineleisure Orchard is able to reach out to the one million M1 subscribers. This would be for services and products tenants at the mall have to offer, from e-gaming to the latest fashion for youth to a plethora of Food and Beverage options to satisfy the palette, leading to a truly win-win partnership that Cathay Organisation is proud to be associated with.
MobileOne Ltd
M1, Singapore's most exciting and innovative mobile and IDD service provider, was launched in April 1997. Since then, it has made significant inroads into the local mobile communications market, gaining considerable brand presence and market share. M1 aims to be the leader in personal voice and data communications, focusing on value, quality and customer service. More information on M1 is available at www.m1.com.sg.
FOR MORE INFORMATION, PLEASE CONTACT :-
CATHAY CINEPLEXES PTE LTD
Veronica Yong
Marketing Manager
Tel : 6736 7242
Fax : 6732 1944
veronica_yong@cathay.com.sg
Jennifer Wee-Almodiel
Corporate Relations Manager
Tel : 6337 8181
DID : 6736 7279
jennifer_wee@cathay.com.sg
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