Formerly known as Cinemark, Ster-Kinekor sales has been South Africa's leading cinema sales house for nearly half a century. It has won the MOST Award
for four consecutive years. The sales team believes that this is a testimony to the brand's quality of service delivery, knowledge and innovation.
With the addition of the Tsogo Sun cinemas, Ster-Kinekor sales will be set to provide brand managers, media agencies, brands and direct clients with opportunities to engage a diverse cinema audience.
According to Ster-Kinekor, cinema has numerous strengths that make it a valuable part of an effective campaign. It can deliver on impact, high recall and audience engagement, and it offers a captive and undistracted audience, resulting in a 90% completion rate. Cinema also allows for a high level of targeting and singling out specific locations, gender and ages; this makes it an excellent means to reach niche groups.
The correlation between moviegoers, mall-goers and casino patrons presents a means to keep a brand top of mind within the retail environment, as it offers a wealth of opportunities for effective integration with OOH and other retail media within the mall.
Despite the continual influx of new platforms for movie consumption, the sales group says that cinema has not only kept its place but continues to grow steadily year on year, worldwide.
"Cinema complements other media, rather than competing with them. Its status as a powerful, targeted, high-impact media experience with a highly responsive audience, means that its value to a campaign continues to grow," says Motheo Matsau, deputy CEO for Ster-Kinekor theatres.
"This agreement with Tsogo Sun further expands our range of venues and audiences, so that our ability to offer a platform for targeted, quality, creative expression to campaigns is greater than ever before," adds Matsau.
"It's an exciting partnership, two great entertainment brands collaborating for mutual benefit," concludes Helen Stewart, director of marketing gaming for Tsogo Sun. "We knew from the start that this dynamic team was a good fit with ours and we look forward to working together, as they say, stronger together."
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