intu brings immersive film experience nationwide

All 15 intu shopping centres across the UK will be active in the launch of a brand immersion campaign seen by millions of families and spotlighting the latest family animation movie, Home. It is the first time the promotion of a new movie has included a group of UK shopping centres for a single, national campaign.

Roger Binks, customer experience director at intu, said: “With over a million visitors to our centres each day, the film will have major market penetration ahead of its launch in cinemas on 20 March.”

intu owns and manages many of the UK’s biggest and most popular retail and leisure destinations, including nine of the top 20, with super regional centres such as intu Trafford Centre, intu Lakeside and intu Metrocentre, and city centre locations from Watford to Newcastle.

The brand immersion campaign embraces ambient media, workshops and experiences aimed at children of different ages, and personal appearances from the film’s leading character.

In keeping with intu’s strategy to create the UK’s most digitally connected shopping centres, the campaign incorporates a significant multi-channel presence. As well as on-line competitions and social media, the film will be promoted through a home page advertising takeover of the intu.co.uk transactional website, no matter where it is accessed. And a trailer of the movie will run when any of the 1.8m registered users log onto the free wifi in any of the intu centres.

Existing retailers, restaurateurs and leisure operators will benefit from footfall attracted to the shopping centres by the half-term campaign. With many intu centres incorporating cinemas, and more currently under construction, thousands of customers will be able to see the movie when released at an intu centre. This will encourage customers to stay longer and return more often.

Roger Binks said: “intu is the only company with the national coverage of prime and super-prime centres to be able to reach millions of people in the mood to buy. Top brands such as Microsoft Xbox, Diageo Baileys and Coca-Cola have leveraged this position to engage with their customers. We are focused on creating a compelling experience for visitors, giving clear business advantage to retailers and brands.”

For further information about Home please visit www.facebook.com/DreamworksHomeUK