Tri-Direct has won the 2m media planning and buying account for Vue Cinemas. The business was previously handled by MediaCom.
The Hampshire-based agency has been briefed to raise the Vue chain’s profile across the UK, and build it into a leading brand.
A major campaign is planned for next month using direct marketing, outdoor, bus wraps, radio ads, regional press ads and online activity.
Formed in May 2003, Vue claims to be one of the fastest-growing cinema companies in the UK. It acquired the Ster cinema chain in April 2005, and now owns 55 multiplexes across the UK and Ireland.
The chain claims that it has 30 million customers each year, and is planning a rapid expansion of its portfolio of cinemas. It recently opened a ten-screen, 1,600-seat complex in Blackburn.
In January, it extended its partnership with Screen Select, the online DVD rental business, to allow its members to book Vue cinema tickets online (MW January 26). Subscribers to the service can now look up listings for all Vue’s current films, then click through to buy tickets.