Village Cinemas and joint venture partners Event delighted the world with their announcement that they’ve signed on for a longer partnership with BMW Group Australia, with BMW continuing as the presenting partner for Gold Class Cinemas.
BMW will have all the exclusive goodness that comes with being the presenting partner of Gold Class Cinemas nationally across both the Event and Village Cinema circuits, signing a further two-year agreement.
The partnership will include co-branding across key Gold Class assets and a range of bespoke executions through the partnership term.
Village Cinemas Australia’s general manager sales & marketing, Mohit Bhargava said, “Village Cinemas and our partners at Event are excited to extend our partnership with BMW and further grow the relationship between our two premium luxury brands.”
Event Cinemas director of sales, Joe Pullos added, “The partnership is a genuine fit, holding a similar dynamic brand ideology to BMW. The premium environment of Gold Class Cinemas and the luxury and excellence of BMW, work together to target aspirational lifestyle customers, and provide the ultimate experience.”
Stuart Jaffray, BMW Group Australia general manager of marketing, was also jumping for joy about the extended partnership, not to mention all the free Gold Class movie tickets he’s bound to rake in.
“BMW delivers a premium, engaging an enjoyable experience – a philosophy echoed by Gold Class Cinemas,” said Jaffray.
“We’re pleased to continue this relationship and, most importantly, continue to launch industry-first campaigns to the Gold Class audience in Australia.”
This media partnership was facilitated by Vizeum Australia, and throwing her two cents into the mix, business director Lisa Vercoe added, “Through our partnerships we seek opportunities that will allow us to reinforce and invigorate the BMW brand essence, but also create an ongoing conversation with key audiences for the long term.
“There is absolute synergy between the brands, and with such an engaged audience it’s a partnership we’re pleased to evolve and continue in 2016.”