Odeon Cinemas is hunting for a direct marketing agency to beef up its loyalty club activity in an effort to build stronger links with movie-mad customers.
It is not known how the search will affect Havas EHS, which first set up Odeon Première Club, and DotMailer, which has also worked on the programme.
The scheme, which has more than 2 million members, is a points-based platform enabling users to earn 10 points for every £1 spent. Points can be exchanged for soft drinks, snacks and tickets.
There are three separate levels, “classic”, “deluxe” and “ultimate”, which all carry a joining up fee.
The pitch is being handled by Creativebrief and the appointed agency will create direct campaigns to run through digital channels. As well as boosting Odeon’s loyalty programme, the agency will be charged with creating content that engages customers in conversations and boosting the brand’s social media presence.
The first Odeon cinema was opened by Oscar Deutsch in 1928, in Brierly Hill in the West Midlands, and it takes its name from the motto “Oscar Deusch Entertains Our Nation”.
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