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Cinevation Sydney Olympic Park Outdoor Cinema Advertising Presentation

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Cinevation Pty Limited is a cinema advertising sales company that has been appointed by the Sydney Olympic Park Authority to manage the advertising sales to potential advertisers for their summer …

Cinevation Pty Limited is a cinema advertising sales company that has been appointed by the Sydney Olympic Park Authority to manage the advertising sales to potential advertisers for their summer outdoor cinema that takes place in January 2012. This presentation provides potential advertisers with all the details they will need to know.

Published in: Business, Travel
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  • 1. Cinevation:Now Showing atSydney Olympic Park!
  • 2. •  Drive awareness and understandingamongst a captive and relaxedaudience•  Promote current campaigns andsales•  Conduct on-site marketing activities•  On-screen advertising
  • 3. •  A free outdoor movie experience inan iconic location at Cathy FreemanPark, Sydney Olympic Park•  Great depth and diversity in moviesattract large crowds•  2012 will be the 17th season ofmovies
  • 4. DATE: Feature Film Rating AttendanceSat 8 Jan The Princess and The Frog G 4,000Sun 9 Jan Robin Hood M 1,000Wed 12 Jan Boy M 500Thu 13 Jan Knight and Day M 1,000Fri 14 Jan Alice in Wonderland PG 5,200Sat 15 Jan Toy Story 3 G 7,500Sun 16 Jan Sherlock Holmes M 1,250Wed 19 Jan Bran Nue Day PG 1,250Thurs 20 Jan The Twilight Saga: Eclipse M 800Fri 21 Jan Prince of Persia M 3,300Sat 22 Jan Despicable Me PG 9,000Sun 23 Jan Short Soup various 500Total 35,300
  • 5. •  Jan  7  –  22,  2012  •  12  Nights   –  11  nights  of  1  Feature  film  +  1  Short  film   –  1  night  of  “Short  Soup”  Interna@onal  Short  Film  Fes@val  
  • 6. •  Branding and signageopportunities•  On-screen advertising andpromotion of salesopportunities•  Venue, screen anddirectional signage•  Prominent and accessibleproduct placement
  • 7. •  Access to a captive,relaxedtarget audience•  Capacity to undertake effectivepromotions.•  Use promotional staff tointroduce your product to theaudience
  • 8. In 2011 the campaign included: •  Channel 7 weather cross •  Live reads on Mix 106.5FM •  Online advertising – Time Out •  Social media •  65,000 DL magnetised brochures •  E-newsletter to 40,000 readers •  Sydney Olympic Park web-page •  Significant PR in metro and suburban press •  A similar campaign will run for 201265,000 Fridge magnet DL via letterbox drop
  • 9. Movies page of SOPA website.(Average length of stay for all visitors to the website is 5mins 15 seconds )
  • 10. Promotion within the Kids in the Park and ‘What’s On’ DL brochures - 65,000 each
  • 11. •   Consumer  promo@ons  will  be  u@lised  to  leverage  the  marke@ng  spend.  •   Movies  by  the  Boulevard  is  a  free  event,  therefore  promo@ons  will  focus  on  an  enhanced,  premium  experience.  This  is  where  we  you  to  partner  with  us.    •   One  possibility  is  a  printable  coupon  which  can  be  brought  to  the  event  to  be  redeemed  for  a  giO.        
  • 12. Sponsors are invited tooffer a prize to include aspart of event evaluation.Questions can relate toconsumer behaviour andintent
  • 13. 0-15 years 16-29 years 30-39 years 40-49 years 50-59 years 60+ years 36% 23% 21% 12% 5%2% 0% 20% 40% 60% 80% 100%The predominant age group of attendees is 0-15 years (36%), which indicates Movies by theBoulevard has a strong appeal with the family market.
  • 14. 10 mins 10-20 mins 20-30 mins 30+ mins 23% 18% 28% 31% 0% 20% 40% 60% 80% 100%The majority of people attending Movies lived within 30 minutes of Sydney Olympic Park(69%). Strong visitation comes from suburbs within the immediate surrounds of SydneyOlympic Park and suburbs to the North, North-West and West.
  • 15. Visitors to Movies by the Boulevard 50,000 12% 10.0% 10.4% 9.4% Proportion of first time 40,000 8.6% 3,210 3,685 9% No. of visitors Park visitors 30,000 2,590 6% 20,000 1,161 30,940 31,615 23,310 3% 10,000 12,339 0 0% 2008 2009 2010 2011 Year Previous Visitors First Time Visitors Proportion of Total VisitorsThe proportion of first time visitors to Sydney Olympic Park attending Movies by the Boulevard was10.4%. The proportion of first time visitors to Sydney Olympic Park has remained steady over thelast four years at between 8% to10% of total attendance. However, as attendance at Movies has beenincreasing each year then a larger number of Sydneysiders are visiting the Park for the first time
  • 16. 90,000 76,421 75,355 60,000 54,183 Page views 47,588 30,000 0 2008 2009 2010 2011Total web page views to the Sydney Olympic Park site for 2011 decreased slightly when compared to 2010
  • 17. Very Dissatisfied Dissatisfied Average Satisfied Very Satisfied 2011 9% 46% 41% 2010 8% 45% 45% 2009 5% 46% 49% 0% 20% 40% 60% 80% 100%Movies by the Boulevard continues to achieve high levels of satisfaction. The low levels ofdissatisfaction are attributed to length of free parking and cost of paid parking.
  • 18. 9% 25% 13% 16% 15% 22% 0% 20% 40% 60% 80% 100% It is in my local area Family outing I wanted to see this event / movie Social outing Something a little different Free eventThe main reasons for attendance by visitors was for a ‘family outing’ (25%) and ‘freeevent’ (22%). The appeal of the event is an opportunity to socialise and connect with familyand friends in a relaxed unique setting which is relatively inexpensive
  • 19. •  This  is  a  very  cost  effec@ve  opportunity  to   associate  your  brand  with  Sydney’s  most   popular  outdoor  cinema  event!    •  Raise  your  profile  with  true  BIG  screen,  audio   visual  impact  to  a  cap@ve  and  recep@ve   audience  via  on-­‐screen,  pre-­‐show  adver@sing.  
  • 20. •  Cinema  is  a  unique  medium.  The  sheer  size  of   the  screen  and  audio  visual  format  creates   unrivalled  impact  and  offers  you  the  ability  to   visually  showcase  your  brand  message  and   business  –  and  lets  the  audience  feel  the   excitement!  There  is  no  remote  to  change   channels  –  they  are  cap@ve  and  are  in  an   escapist,  posi@ve  and  recep@ve  state  of  mind.  
  • 21. •  Adding  cinema  to  your  mix  when  doing  a  TVC  can  increase  the  propensity  to  buy  into   that  brand  by  threefold  •  Cinema  is  NO.#1  for  brand  impact,  engagement  and  recall  –  even  over  TV.  Moviegoers   are  44%  more  likely  to  recall  seeing  your  ad  on  the  big  screen,  than  on  TV.  •  Ability  to  target  Sydney  people  who  are  highly  inclined  to  go  out  of  home  for  other   forms  of  entertainment.  •  At  just  10%  -­‐  cinema  has  the  lowest  ad  avoidance  of  ANY  medium  (71%  for  newspapers   and  48%  for  TV)  –  be  no@ced!  •  Cinema  is  Australia’s  No.#  1  cultural  ac@vity  and  the  box  office  con@nues  to  set  new   records  for  abendance  and  income  at  $1.1billion  annually  •  Over  82%  of  the  family  market  (19  –  45  year  olds)  go  to  the  cinema  regularly  •  Frequent  moviegoers  are  media  savvy  and  low  consumers  of  tradi@onal  media  like  TV   and  Radio  (thus  the  extra  reach)  •  Cinema  abendance  rises  with  ones  income  and  educa@onal  level  •  Frequent  moviegoers  are  predominately  in  the  youth  and  family  market  segments,     they  are  big  spenders,  social  aware,  trendseEers  and  early  adopters  •  Its  popularity  means  cinema  reaches  people  right  across  the  sweep  of  age  and   demographic.    
  • 22. •  15  second  commercial  •  Media  Cost    $2,500  +  GST  •  30  second  commercial  •  Media  Cost    $4,000  +  GST  
  • 23. •  15  second  commercial   –  Produc@on    $1,500  +  GST  •  30  second  commercial   –  Produc@on    $2,500  +  GST  •  Produc@on  is  based  on  images/  logos  supplied  by  you  and  covers  script   wri@ng,  voice  ar@st,  post  produc@on  graphic  design  work  and  encoding.   Alterna@vely  if  you  have  a  readymade  (TV)  commercial  to  our   specifica@ons  then  there  is  only  a  encoding  and  handling  charge  of  $500  +   GST  
  • 24. •  Don’t  miss  out.    Get  in  early,  there  is  limited  space.  •  Contact  Us:   David  Krynauw  –  Managing  Director   –  Mobile:  0401  993  298   –  Email:  david@cineva@on.com.au   Tony  Booth  -­‐  Na@onal  Sales  Director   –  Mobile:  0439  988  539   –  Email:  tony@cineva@on.com.au      •  Our  website:  www.cineva@on.com.au    
  • 25. The features and benefits available include advertising, signage, onsitepromotions and marketing opportunities.Other benefits can be further explored upon discussion and consultation aswe are able to negotiate a specific sponsorship package for each sponsor.There are three sponsorship levels available:§  Principal partner (naming rights) - $40,000 + GST§  Partner - $20,000 + GST§  Associate Partner - $10,000 + GSTFor further information and to discuss strategic partnership and sponsorshipopportunities contact Peter Serrao, on 0438 455 205 or Emailpeter.serrao@sopa.nsw.gov.au

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