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Cinevation: Now Showing at Sydney Olympic
Park!
• Drive awareness and understanding amongst a captive and relaxed audience • Promote current campaigns and sales
• Conduct on-site marketing activities
• On-screen advertising
• A free outdoor movie experience in an iconic location at Cathy Freeman Park, Sydney Olympic Park
• Great depth and diversity in movies attract large crowds
• 2012 will be the 17th season of movies
DATE: Feature Film Rating Attendance Sat 8 Jan The Princess and The Frog G 4,000
Sun 9 Jan Robin Hood M 1,000
Wed 12 Jan Boy M 500
Thu 13 Jan Knight and Day M 1,000
Fri 14 Jan Alice in Wonderland PG 5,200
Sat 15 Jan Toy Story 3 G 7,500
Sun 16 Jan Sherlock Holmes M 1,250
Wed 19 Jan Bran Nue Day PG 1,250
Thurs 20 Jan The Twilight Saga: Eclipse M 800
Fri 21 Jan Prince of Persia M 3,300
Sat 22 Jan Despicable Me PG 9,000
Sun 23 Jan Short Soup various 500
Total 35,300
• 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
• Branding and signage opportunities
• On-screen advertising and promotion of sales opportunities
• Venue, screen and directional signage
• Prominent and accessible product placement
• Access to a captive,relaxed target audience
• Capacity to undertake effective promotions.
• Use promotional staff to introduce your product to the audience
65,000 Fridge magnet DL via letterbox drop
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 2012
Movies page of SOPA website. (Average length of stay for all visitors to the website is 5mins 15 seconds )
Promotion within the Kids in the Park and ‘What’s On’ DL brochures - 65,000 each
• 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.
Sponsors are invited to offer a prize to include as part of event evaluation. Questions can relate to consumer behaviour and intent
36% 23% 21% 12% 5%2%
0% 20% 40% 60% 80% 100%
0-15 years 16-29 years 30-39 years 40-49 years 50-59 years 60+ years
The predominant age group of attendees is 0-15 years (36%), which indicates Movies by the Boulevard has a strong appeal with the family market.
23% 18% 28% 31%
0% 20% 40% 60% 80% 100%
10 mins 10-20 mins 20-30 mins 30+ mins
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 Sydney Olympic Park and suburbs to the North, North-West and West.
The proportion of first time visitors to Sydney Olympic Park attending Movies by the Boulevard was 10.4%. The proportion of first time visitors to Sydney Olympic Park has remained steady over the last four years at between 8% to10% of total attendance. However, as attendance at Movies has been
increasing each year then a larger number of Sydneysiders are visiting the Park for the first time
Visitors to Movies by the Boulevard
12,339
23,31030,940 31,615
3,6853,210
2,590
1,161
8.6%10.0% 9.4%
10.4%
0
10,000
20,000
30,000
40,000
50,000
2008 2009 2010 2011
Year
No. o
f vis
itors
0%
3%
6%
9%
12%
Proportion of first time
Park visitors
Previous Visitors First Time Visitors Proportion of Total Visitors
47,58854,183
76,421 75,355
0
30,000
60,000
90,000
2008 2009 2010 2011
Page
vie
ws
Total web page views to the Sydney Olympic Park site for 2011 decreased slightly when compared to 2010
5%
8%
9%
46%
45%
46%
49%
45%
41%
0% 20% 40% 60% 80% 100%
2009
2010
2011
Very Dissatisfied Dissatisfied Average Satisfied Very Satisfied
Movies by the Boulevard continues to achieve high levels of satisfaction. The low levels of dissatisfaction are attributed to length of free parking and cost of paid parking.
9% 25% 13% 16% 15% 22%
0% 20% 40% 60% 80% 100%
It is in my local area Family outingI wanted to see this event / movie Social outingSomething a little different Free event
The main reasons for attendance by visitors was for a ‘family outing’ (25%) and ‘free event’ (22%). The appeal of the event is an opportunity to socialise and connect with family and friends in a relaxed unique setting which is relatively inexpensive
• 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.
• 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.
• 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.
• 15 second commercial • Media Cost $2,500 + GST • 30 second commercial • Media Cost $4,000 + GST
• 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
• Don’t miss out. Get in early, there is limited space. • Contact Us:
David Krynauw – Managing Director – Mobile: 0401 993 298 – Email: david@[email protected]
Tony Booth -‐ Na@onal Sales Director – Mobile: 0439 988 539 – Email: tony@[email protected]
• Our website: [email protected]
The features and benefits available include advertising, signage, onsite promotions and marketing opportunities. Other benefits can be further explored upon discussion and consultation as we 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 + GST For further information and to discuss strategic partnership and sponsorship opportunities contact Peter Serrao, on 0438 455 205 or Email [email protected]
