Movado is going to the movies with a big budget blockbuster campaign that sees the watch brand place itself firmly in the front row.
The campaign sees Movado, which launched into the UK just last year, join forces with three film-related partners to cement its relationship with the silver screen.
Movado is now sponsoring the film screenings arranged for holders of the Time Out Card, an advantage scheme for readers of the entertainment magazine. The partnership with Time Out sees Movado branding on every page within Time Out magazine highlighting forthcoming film screenings, putting the Movado name in front of 500,000 readers every two weeks.
A Movado print advertisement is also featured on every film-screening e-ticket printed out by Time Out Card holders and a short Movado ident film is shown before each screening.
Movado is also the sponsor of the hugely popular film website www.showfilmfirst.co.uk – with a heavy presence on their website, which attracts 500,000 unique visitors every day.
This year Movado recently signed to sponsor The Best Actor category at the British Independent Film Awards. This weekend the BIFA’s open their doors to the most talented within the UK film industry, with the awards being held at Old Billingsgate.
Steve Brydon, UK commercial director for the Movado Group, commented: “It is a fitting promotion for the Movado brand to be linking with BIFA and the Best Actor category of this year’s awards. Not only does it reflect the values of Movado, with a focus on excellence in its field, it is a great opportunity for us to profile the brand through a program of exclusive screenings of new films.”
As well as putting the watch brand in front of hundreds of thousands of movie goers each month the strategy will also involve Movado Watches’ UK retail network with film screening tickets, premiere invites and film merchandise being offered to retailers and their customers in the form of competition prizes.
Movado has also created a dedicated, consumer-facing website www.timeforamovie.co.uk to bring all elements of the campaign together as well as offering film trailers relevant to forthcoming screenings.
Movado is no stranger to awards, having itself been honoured with more than 200 international honours for artistry and innovation during its 133 year history.