Visit California partners with MCM Media and the Hoyts Insider
Visit California has partnered with MCM Media and Hoyts with an integrated campaign to run alongside branded entertainment show The Hoyts Insider, which is shown in cinemas before a movie. The Access All Areas campaign will promote California and its events.
The announcement:
Visit California partners with MCM Media and Hoyts to promote Access All Areas to cinema goers
Visit California has signed on as the exclusive sponsor of The Hoyts Insider – a unique, Australian first in-cinema branded entertainment show – as part of a campaign designed to give Australians the inside scoop on iconic Californian events.
The Hoyts Insider features the latest release movie news, celebrity interviews, and behind-the-scenes snapshots giving Hoyts cinemagoers a unique insight into the entertainment capital of the world. Filmed in Los Angeles by MCM Media, the show is hosted by Andrew Günsberg.
The partnership will see Visit California’s Access All Areas campaign integrated into the pre-show entertainment for cinema-goers in Hoyts digital cinemas nationally.
“California offers an exciting range of opportunities to participate in high profile film, music and sporting events, such as The Oscars and NBA games,” said Caroline Beteta, Visit California President & CEO. “The Hoyts Insider is the perfect vehicle to highlight these uniquely Californian experiences in a highly engaging cinema environment.”
Visit California’s alignment with Hoyts will extend to promotions, with every ticket holder going into the draw to win a trip to California.
“The Hoyts Insider is a first in cinema marketing giving both the sponsoring partner and movie distributors a great opportunity to reach consumers outside traditional formats” says Simon Joyce, MCM Entertainment Group CEO.
The digital screen rollout continues to increase each month as part of Hoyts converting from analogue to digital technology, the deployment enabling The Hoyts Insider to reach a huge national audience.
Visit California’s sponsorship of The Hoyts Insider kicks off today.
Source: MCM Entertainment press release
Well done Julie and the team. 🙂
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