Cinema First, the cross-industry body charged with the promotion and development of cinemagoing in the UK, has appointed Medialab as its media agency partner following a competitive review.
Medialab’s remit will cover cross-channel media strategy, planning, and buying aimed at celebrating the nation’s love of the big screen and driving audience footfall to local cinemas.
Medialab will work alongside creative agency Unbound, which was appointed to deliver through-the-line creative and production.
Sharon Reid, Director of Marketing and Partnerships at Cinema First, said: “We are pleased and excited to be working with Medialab to support us in delivering against wider audience development objectives, as we look to nurture cinemagoing habits across multiple demographic groups in the UK.”
Steve Parker, Executive Director at Medialab, expressed his enthusiasm for the partnership: “The magic of cinema is truly unique, and we are delighted to partner with Cinema First on this year’s data-led media strategy – bringing even more audiences to the big screen.”
