Val Morgan Cinema Network has announced a partnership with Red Elephant, a specialist multicultural marketing and insights agency to present ‘Access Asia’- a new mass market cinema opportunity that specifically targets Chinese and Indians living locally in Australia.
‘Access Asia’ is initially available in two programmes, Access Bollywood and Access China – reaching Australia’s fastest growing Chinese and Indian communities.
With localised targeting and access to over 130 language specific releases, Val Morgan Cinema is forecasting over one million Asian Australian admits across 12 months.
Cally Scivetti, Val Morgan’s marketing and strategy director commented, ‘Multicultural cinema is rapidly growing in Australia. In the last 12 months, the Chinese movie box office market in Australia has doubled and ticket sales to Bollywood movies have increased by over 60 per cent.
“This is evident in the strong recent Australian performance of Bollywood blockbuster “Sultan” and Chinese movie “Mermaid” – the highest grossing movie of all time in China.’
According to Reg Raghavan, executive director of Red Elephant, “The story of the 2016 ABS Census will be the high growth of Indian/South Asian and Chinese Australian communities.
“Bollywood and Chinese films offer a direct cultural linkage to India and China. Access Asia gives marketers a channel to reach all demographics within these communities, targeted geographically in key community areas.”
Cally Scivetti added, “Access Asia is our first offering by culture and language. Chinese and Indian Australian communities are high value market segments with movies being a top and established passion point.”
The opportunity was officially launched in Sydney and Melbourne earlier this month and Val Morgan have confirmed that there has been huge demand from market with advertisers looking to tap into this growing and lucrative market.
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]