RIAS, the specialist insurer for the over-50s, has become the first brand to sponsor Odeon Cinema Senior Screen, which offers over-50s regular, reduced-price cinema screenings across the UK.
As part of the deal, RIAS has rolled out a multi-media ad campaign, created by Watson Phillips Norman. The campaign uses the theme of “happy endings”, with creative reminiscent of the golden age of cinema, and is designed to raise brand awareness of RIAS among the over-50s.
The campaign breaks later this month and marks RIAS’s first move into cinema via a specially commissioned advert and sponsor credit, together with foyer advertising and online activity.
The ODEON Cinema Senior Screen launched in June last year and 360,000 over-50s have attended screenings at 94 cinemas across the UK on weekday mornings.
Janet Connor, managing director of RIAS, says: “As one of the major players in the over-50s insurance market, we were keen to select a partnership that gave RIAS national exposure and has wide appeal to our target audience.”