Pearl & Dean and Carat Announce Partnership With ATG And Gordon's

Pearl & Dean and Carat have collaborated with the Ambassador Theatre Group Ltd (ATG), the UK's largest theatre group, and Gordon's to deliver a media first to Theatregoers via a 90" projection running immediately prior to appropriate theatre performances across a range of ATG's sites in London and around the UK.

Theatre fans will be made aware of the partnership via bespoke advertising in the ATG magazine, brochures and theatre programmes.

Gordon's are also able to offer their loyal fans special offers and discounts to shows through a specially made area on the site and will be communicated through their own RM programme.

To support Gordon's association with the Arts, Gordon's will be the exclusive sponsor of all live and recorded performances in cinemas of ballet, opera and theatre productions.

Gordon's will be the solus advertiser and have their 120" advert played out before all Arts' content across Pearl & Dean's portfolio of cinemas (Apollo, Empire, Showcase & Everyman). ‘Arts' refers to all opera, ballet & theatre screened in cinemas.

There will be extensive marketing to promote the partnership; on screen/within the foyers, online & via bar promotions.

It is anticipated that up to 17 million cinema/theatregoers will attend the screens/shows.
Campaign commences September 2011

Quote from ATG
"We're delighted to be working with Pearl and Dean on this exciting sponsorship deal with Gordon's Gin, an industry first, which will be visible across our regional and West End portfolio of venues. Both companies are instantly recognisable to the UK market, demonstrating strong branding and a close association with the leisure and entertainment industry, so it's the perfect partnership."

Quote from Carat
"The objective of this activity is for our audience to understand the benefits of starting the night with a Gordon's and Tonic, and to introduce the ritual in an exciting and salient way. Identifying the right connection moment allows us to align the "Shall We G&T Started" message with the experience of the first drink and theatre was the perfect environment to achieve this."

Quote from P&D
"Working with ATG (Europe's largest Theatre group) presents a fantastic opportunity for Pearl & Dean to significantly expand our offering outside of our traditional cinema core. The Gordon's campaign provides a unique opportunity for a blue chip brand to talk to two complimentary audiences in a fun and engaging manner."

Co-founded by Howard Panter and Rosemary Squire in 1992, the Ambassador Theatre Group Ltd (ATG) is the largest owner/operator of theatres in the UK with 39 venues, an internationally recognised theatre producer and a leader in theatre ticketing services through ATG Tickets.

Current and recent ATG co-productions include the Lincoln Center's South Pacific, Legally Blonde the Musical, Ghost the Musical, Monty Python's Spamalot, The Misanthrope, West Side Story, Matthew Bourne's Nutcracker!, Elling, Guys and Dolls, Sweeney Todd, Company, Exit the King and The Rocky Horror Show.

Pearl & Dean, owned by Image Ltd, has over 50 years' experience in the cinema advertising industry. Pearl & Dean represents the Empire, Showcase, Apollo, AMC, Everyman & Curzon cinema circuits in addition to a number of independent cinemas. Current market share 20%.

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