WPN produces push for RIAS and ODEON sponsorship

RIAS, the over 50s specialist insurer, has announced a major new partnership with ODEON Cinemas, offering the over 50s access to regular, reduced-price cinema screenings across the country.

The ODEON Cinema Senior Screen has already gained huge popularity with 360,000 over 50s having attended screenings since its inception in June 2006.

The ODEON Cinema Senior Screen allows the over 50s to enjoy a reduced entry fee at 94 cinemas across the UK on weekday mornings.

Watson Phillips Norman (WPN), the lead strategic and creative DM agency, has produced a new multimedia campaign to support the sponsorship.

The integrated campaign breaks from late August.

The partnership with ODEON is a first foray for RIAS in cinema and will feature a specially commissioned advert and sponsor credit, together with a selection of foyer advertising and online activity.

Fulfilment material will also be designed to integrate with the programme.

A bespoke creative execution has been developed for the partnership around the theme of "happy endings", harking back to the golden age of cinema.

The integrated campaign is designed to help RIAS continue to raise its brand awareness with the over 50s audience.

Maria Phillips, WPN Creative Partner, commented: "This was a fantastic opportunity for us to develop some outstanding creative work for RIAS, in a dynamic new space.

"We've been working with RIAS since January this year, and producing a range of creative work to meet their branding challenge.

"This initiative with ODEON Senior Screen presented a very special opportunity for the team, in presenting RIAS in a highly creative medium.

"Our creative teams really embraced this multimedia opportunity and we're delighted with the Happy Endings theme which translates across both print and film with equal impact".

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".

This is the first time ODEON has worked with a sponsor for the popular Senior Screen offering and both organisations are looking forward to delivering increased brand awareness with the over 50s.

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