Translating U.S. brands across borders.

http://www.gv.com.sg/

Golden Village Cinemas is a cinema and entertainment company based in South Yarra, Australia. The company owns 148 theaters around the Asia-Pacific Rim from Brisbane north to Hong Kong. The average film shows for 2.5 weeks, which does not allow much time for marketing.

“We carefully modified each film’s marketing and key art to the cultural taste of different countries.”

Golden Village Cinemas contracted RDI to produce a campaign designed to blitz magazine, outdoor and online advertising spots for two Hollywood films coming to Singapore, "Two Weeks Notice," and "Analyze This."

The campaign for "Two Weeks Notice" included newspapers, magazine ads and a 90-foot banner that hung next door to the Takashimaya Shopping Center on Orchard Road - the center of Singapore’s business and high-end retail district.

RDI designed and produced micro-sites on the MSN network for both films, as well as light-box posters on display in theaters billboards, bus shelters, and on lamp posts.

With experience marketing US products to audiences in Singapore and East Asia, RDI carefully modified and prepared each film’s US marketing and key art for different cultural tastes and idiosyncrasies.The result was two film marketing campaigns that remained true to the original US film, while building appeal and resonance with Singaporean audiences.

Opening night and ticket sales spoke of the success of the ad blitz. Both films were a huge success, exceeding GV benchmarks for average seats filled per night by 120%. Online marketing through the micro-sites generated interactive buzz, and permission-based email lists through contests and special offer signups.

Translating U.S. brands across borders.

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