WPP's Landor unveils new brand position for Event Cinemas

Josh McDonnell
By Josh McDonnell | 8 November 2019

Event Cinemas has unveiled a new brand, backed by a new brand strategy, visual identity and accompanying campaign, developed by  WPP-owned agency, Landor.

Spearheaded by an over overarching black and white Masterbrand, inspired by the prominent Event ‘V’, the new brand brings to life the idea to "Immerse yourself in worlds of entertainment".

It is part of a broader remit of activity Landor has been appointed to undertake for Event Cinema’s parent company Event Hospitality & Entertainment Limited.

As part of the appointment - made following a pitch last year - Landor will also oversee brand work for QT, Atura and Rydges hotels. The new Event Cinemas brand is the first among the group to be completed.

Alexandra Holden, GM customer experience for Event Cinemas says the organisation had briefed Landor to create a brand for its cinema offering that would “match the range of experiences on offer”.

“More than ever, people need a reason to switch off from the chaos of their day-to-day lives; from social media to emails, news to politics," Landor executive strategy director Daye Moffitt says.

"Event Cinemas gives this escape from the ‘real world’, providing the opportunity for people to immerse themselves in new experiences, from the luxury of Gold Class or the epic 4DX, through to the fun of Junior. Each of the eight different cinema offerings is unique, but require something to tie them together.”

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