Cinema chain to unveil new look and feel
Europe’s largest cinema chain – has selected independent creative agency Rufus Leonard to create a market-leading brand experience. The agency, which works with clients including PizzaExpress, Lloyds Bank, the AA and Stagecoach, was appointed at the first stage of the pitch process and there was no incumbent on the business. Rufus was also this month appointed to develop a new visual identity for the chain.
Following ODEON’s review of all aspects of its customer journey, the cinema chain will work with Rufus in developing a definitive brand experience to help it set itself apart from competitors. The new identity will be rolled out on- and offline in cinemas later this year.
Andy Edge, commercial director at ODEON UK & Ireland, said: "We were very impressed by Rufus’ creativity in their response to our brief. Our ambition is to be a leader in guest services, and working with an expert who can bring their knowledge from multiple sectors will help ODEON evolve for the future. We're really pleased to have Rufus on board to help us achieve superior entertainment experiences for our guests."
Neil Svensen, CEO, co-founder and chief creative officer of Rufus Leonard, said: “It’s fantastic to be working with such an iconic brand. We want to create a distinctly ODEON experience that the brand can own and that customers will seek out. ODEON are creating a cinema destination that people want to go to even before they have decided what film they want to see.
Rufus Leonard experienced a record year for new business in 2014 – its 25th birthday year – winning 11 new clients with a pitch-to-win ratio of 75%.
Founded in 1930, ODEON Cinemas operate 2218 screens at 238 sites across Europe as a whole, including 120 sites across the UK and Ireland.