F.Y.I.

Honda extend naming rights partnership with Palace Cinemas

Honda’s naming rights association with Palace Cinemas will extend for the fourth consecutive year, Val Morgan has announced.

The announcement:

Val Morgan has today announced that Honda’s naming rights association with Palace Cinemas will extend for the fourth consecutive year. This year will see the association expanding to an additional six new locations.

Joanna Fawkner, Group Investment Director at Zenith Optimedia commented, “Honda and Palace Cinemas have a lot in common – a superior consumer experience, leading edge technologies and both brands are always looking to deliver an experience beyond expectations. This partnership allows us to extend their brand into additional touch points in a memorable way for cinemagoers.”

This partnership is viewed by many as best in class with its seamless integration not only on screen, but across all of Palace’s assets.

Dan Hill, Managing Director of Val Morgan Cinema Network added, “Val Morgan is proud to have been able to bring this brand synergy together. This partnership provides Honda with a unique platform to connect with a discerning, premium hard-to-reach audience. Cinema continues to offer a deeper brand engagement for advertisers.”

Palace Cinemas is Australia’s leading national independent cinema group with over 100 screens across the 18 locations, attracting 3M admissions per year.

“It’s essential for Palace to seamlessly integrate sponsorship into our pre-show entertainment and we have been delighted with the content Honda has created for that purpose. Honda has become a vital partner and we can’t wait for the next creative installment.” Benjamin Zeccola CEO.

Movie going is Australia’s favourite cultural activity with admissions 5% up year on year. This looks set to continue with a strong, diverse line up of forthcoming movies being released in 2014 and beyond.

Source: Val Morgan media release

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