ODEON awards bulk B2B sales contract to Opia
Monday March 24, 2014 at 10:42am
ODEON, the largest cinema chain across the UK and Ireland, has appointed specialist marketing services company Opia to handle bulk sales of its cinema vouchers for the business-to-business and motivation sectors. The appointment follows a six month pitch process involving Opia and three other companies. The contract is for three years, running until the end of February 2017. Companies that have bought vouchers in bulk from ODEON in the past have used them for a range of activities, including incentivising third party retail staff to sell more products, motivating employees and internal engagement programmes and corporate gifting. Opia will now be managing relationships with existing purchasers of ODEON bulk vouchers, as well as developing new customers. Opia has experience in both business-to-business and business-to-consumer promotions and has previously worked with brands to create consumer-facing promotions involving cinema tickets, an area it will be looking to grow further as the relationship with ODEON matures. Shireen Alvis of Lee (pictured), senior sales manager at ODEON, says: “Opia impressed us with their strategic ideas and demonstrated the ability to deliver against our business objectives. We are looking forward to working with them and developing new opportunities for bulk voucher sales.” Andy Stone, account director at Opia, comments: “Everyone knows that cinema has huge appeal. A great film can scare us, make us laugh or make us cry or make us feel good. That’s why bringing the power of cinema to your business-to-business promotions or your employee incentive programmes is so effective. Everyone loves a good film!” With over 75 years of cinema experience, ODEON & UCI Cinemas is the largest cinema group in Europe. It operates 2187 screens at 238 sites across Europe as a whole, including 124 sites across the UK. Opia delivers a full service solution including concept development, marketing consultancy, promotional law consultancy, microsite design and build, redemption management, reward sourcing, fulfilment and logistics, customer payment, claim validation, management of third party partners, telephone and email customer services in 15 languages, integrated promotional risk management and post-promotional analysis reports and detailed feedback. It has offices in the UK, Europe and North America and on any given day is managing promotions in over 60 countries.