Cinema advertising contractor Pearl & Dean Ireland has landed a pioneering media-first deal for Audi Ireland to run as an exclusive sponsorship partner with Stella Cinemas.
The partnership, set to begin on June 1st will run for one year and was brokered by Pearl & Dean Ireland and PHD Media, the media agency for Audi Ireland. This is a media-first deal for both brand and cinema chain, as it marks the first time Stella Cinemas will show advertising on its screens. Audi Ireland will have exclusivity in the advertising reel, meaning its advert will be the only one shown to audiences across Stella Cinemas at its sites in Rathmines and Ranelagh.
The on-screen advertising will feature Audi’s all-new Q8 e-tron vehicle, which launched into the Irish market earlier this year. The Audi Q8 e-tron provides an exciting insight into the future of electromobility at Audi where boundless creativity in design meets innovation and efficiency for a powerful, dynamic and luxurious driving experience.
Audi is passionate about creating meaningful, human-centric experiences and through emotional storytelling, driving a connection with its audiences. This latest Q8 e-tron advert does just that, allowing the audience to experience progress they can truly feel. As part of this commitment, Audi will also create a memorable journey for Stella cinemagoers from foyer to screen, with on-premise branding across both Stella Cinema sites, an Audi Mocktail served at the on-site bars and secret screenings and customer competitions planned throughout the year. Audi car owners will also be treated to free popcorn on Monday and Tuesdays throughout the year-long period.
This year marks the 100th anniversary of Stella Cinema in Rathmines, which opened its doors on the 29th of January 1923. Following an 18-month restoration project in 2015, today it is a luxurious modern cinema, that also reflects the glitz and glamour of the 1920s due to its original features. Ranked 16th in the world’s most beautiful cinemas and No.1 in the best cinemas in the UK and Ireland by Time Out in 2021, Stella has established itself as a world-class cinema experience and a go-to destination for movie lovers. The Stella Cinema Ranelagh opened in 2018 and has its own unique mid-century style, showcasing a mix of Hollywood blockbusters, cult classics, arthouse favourites and highlighting Irish film where possible.
Pearl & Dean is Ireland’s market leader for cinema advertising across ROI and Northern Ireland and has 100% market share in the Republic of Ireland.
Amy O’Shaughnessy, Box Office and Marketing Manager at Stella Cinema, said: “Stella Cinema is delighted to partner with Audi for an exclusive year-long partnership. We are thrilled to work with a brand that shares many of our values and believe Audi is a perfect fit for this sponsorship. Guest experience is at the heart of everything we do at Stella and having Audi as our exclusive on-screen advertising partner will allow us to maintain our customer-first approach to the cinema experience.”
Cassie Joyce, Agency & Client Director at Pearl & Dean Ireland, said: “Cinema advertising holds a unique power – the ability to weave a brand’s story into the anticipation and excitement that comes with a trip to the movies. We are delighted to collaborate with PHD to bring this electrifying media-first partnership together. It’s been very exciting to connect two incredible brands; the ultimate premium cinema experience in Stella Cinemas and such an iconic automotive brand as Audi.”
Deirdre Schwer, Head of Marketing & Customer Experience at Audi Ireland, said: “We are delighted to be embarking on this landmark journey with Stella Cinemas. At Audi, our aim is not just to develop mobility solutions that inspire and excite, but to create experiences that truly resonate. These values we feel align with those of the iconic Stella Cinemas, presenting an opportunity to connect with our customers on a deeper level. We believe in progress you can feel, and securing this unique media-first partnership is yet another an important step for the brand into the future.”
Lauren Kavanagh, Innovation & Partnership Director at PHD Ireland, said: We were delighted to negotiate this partnership on behalf of Audi as we identified great synergies between the Audi and Stella. It is a hugely valuable media property in terms of solus advertising on one of the biggest screens in the country, and it is so exciting to see two of Ireland’s most premium brands, come together for an electrifying media first partnership’