Manchester-based Brazen has been appointed by Showcase Cinemas after a four-way pitch.
As its retained consumer PR and content marketing agency, Brazen will deliver a national and regional brand-building campaign for the Showcase estate, which is owned by National Amusements.
The brief will see Brazen champion its portfolio of 21 cinemas across the country, across both the Showcase and Showcase Cinema de Lux brands, with the company celebrating its 30th anniversary in the UK later this year.
Strategically, Brazen will be looking to increase Showcase’s share of voice within the cinema and leisure industry, drive footfall and contribute to growing market share.
Showcase sales and marketing director, Jon Dixon, said: “This is an exciting year for Showcase as we approach our 30th anniversary milestone and we wanted a rock-solid, talented and passionate team behind us. Brazen impressed us with its enthusiasm, creative ideas, relevant experience at a national, regional and local level and its strong credentials within influencer marketing which will be hugely important to us this year. We’re looking forward to creating a long-standing partnership.”
Brazen director, Sasha Marks, said: “In a time where consumers are shunning ‘stuff’ in favour of experiences, there’s massive opportunity for Showcase to win hearts and minds. There aren’t many cinema brands that have remained the under the same name for 30 years and that’s a rich territory we’ll be exploring for Showcase.”
The Showcase account will be led by Brazen director, Sasha Marks. The consultancy’s in-house production team, Brazen LIVE, will create all content.