Cinema advertising network Val Morgan will launch a new division called Brandfit, expanding beyond cinema screens and digital panels.
Brandfit will offer advertisers experiential marketing, in-foyer promotions, product sampling and digital in-foyer signage within Val Morgan's retail and cinema network. The company has agreements with over 100 shopping centres - including Centro and Lend Lease properties - in which campaigns can be rolled out.
Val Morgan Cinema Network chief executive Damian Keogh said: "Cinema provides advertisers with a range of opportunities that go beyond the power of the screen. This time next year we will be at critical mass in terms of the digital conversion of cinemas. This will open up a myriad new advertising opportunities as cinema becomes a broadcast network.
"I am also keen to partner other media sales companies where relevant, to create greater scale around the solutions we can provide to advertisers. The local, captive and destination based nature of cinema provides a powerful platform for marketers to reach a highly valuable audience and works well in conjunction with multimedia strategies."
Val Morgan will be appointing a general manager to head up the Brandfit department. Keogh said he was recruiting for the position.
Have something to say? Send us your comments using the form below or contact the writer at wenleima@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.