Serenia, The Palm is an exclusive residential community development by Palma Holding featuring beachfront living at its finest on The Palm Crescent.
Designed by American architect Hazel Wong – the famous architect behind the landmark Emirates Towers, Serenia promises an unrivalled lifestyle and invites residents into a world of architectural excellence and contemporary interiors with an array of outdoor facilities and bespoke services.
Other remarkable projects by Palma Holding include Silverene Towers and Infinity Cayan Tower.
Palma Holding recently booked a 30 sec. on-screen ad commencing 23rd October 2018 on the premium screens of VOX Cinemas – Mall of the Emirates and ROXY Cinemas – The Beach (for a period of 4 weeks) and the premium screens of Reel Cinemas – The Dubai Mall and the top screens at Reel Cinemas – Dubai Marina Mall (for a period of 8 weeks).
As a first-time advertiser of Motivate Val Morgan, Sarah Derbas – Marketing Director of Palma Holding shares a testimonial on cinema as medium for advertising and why cinema advertising should be an integral part of a marketing plan:
Why did Palma Holding choose to advertise in cinema?
“We created a world-class video for our latest residential project – Serenia Residences The Palm and we wanted to showcase it in a cinema environment – big screen and great visual and sound effects.”
How does cinema fit into Palma Holding’s media strategy?
“Clients of Serenia are of a certain demographic and lifestyle. Therefore, cinema fits well into our media plan as it gives us the opportunity to target specific audiences – cinemagoers who frequent premium screens at prominent cinema locations in Dubai.”
Was the cinema campaign booked for brand awareness or as a tactical promotion?
“A bit of both. Brand awareness is always important when launching a new property. Tactical because want to inform our target market that Serenia is ready to move into and is offered on sale or rent basis.”
Was cinema the best fit for a specific commercial/campaign?
“Cinema Advertising was a great fit for a commercial campaign such as ours. We look forward to some positive feedback and results.”
View on the medium – how cinema competes or complements other advertising mediums used by Palma Holding?
“Any good marketing plan has to be an integrated one that utilizes various mediums, and cinema fits in well with our current plan.”
How efficient was it to book/deal through Motivate Val Morgan?
“Motivate Val Morgan is efficient and professional in their approach.”
Source: Palma Holding
LIALI Jewellery LLC is a Dubai based jewellery company with a chain of up-market boutiques under the name of LIALI. Started in June 1999 by Raed Ahmad Baker and Anuraag Sinha, today LIALI boasts of 20 outlets in most of UAE’s landmark locations. The company specializes in certified diamonds, pearls, precious & semi-precious stones, 18k gold and customized handcrafted jewellery. Today, LIALI is associated with fine jewellery and personalized service that epitomize trust. It has established itself as a name to reckon with over the last 16 years. LIALI embodies the soul of the contemporary woman.
As a regular cinema advertiser of Motivate Val Morgan, Oofrish Contractor – Head of Marketing at LIALI, shares a testimonial on cinema as a medium for advertising and how the medium has benefited the brand:
Why does LIALI choose to advertise in cinema?
“In today’s world, exploding with digital options, engaging with the target audience and getting their attention is getting tougher. Cinema is a larger than life medium and coupled with the current facilities in which it’s offered, it appears to be the perfect choice for building brand awareness and equity.
How does cinema fit into the brand’s media strategy?
“We have been utilizing the cinema medium for the past three years, and as part of Liali’s media strategy, we chose to include it for two reasons. Firstly, because our target audience is definitely on this medium. Secondly, we can get their attention in a more relaxed environment with varying seating and viewing experiences such as Imax, 3D etc., thus resulting in greater audience engagement.”
“It is usually the medium we utilize to support the launch of a new collection, as jewelry is a high involvement product and needs to be portrayed in all its glory.”
“Of course, it is used in conjunction with other media. For example, cinema complements the advertising we do in print, as well as the product brochures & catalogues we distribute. It is sometimes even preferred over television, as audiences in this region tend to get divided across various TV channels and specific TV shows.”
Was cinema the best fit for a specific commercial/campaign?
“Indeed, cinema was the best fit for our campaign ‘Today’s Woman wears Liali’ – because the entire focus of this campaign was on our consumers who are ‘Today’s Women’, as opposed to focusing on a specific collection.”
“Today’s woman – regardless of whether she is an entrepreneur or a working professional, a homemaker or someone who works out-of-home, is independent, empowered and dynamic. She shops at malls and spends time and money on leisure and high quality entertainment that includes cinema.”
“Additionally, we have run campaigns in cinema a to touch upon certain occasions; such as Valentine’s Day, to showcase beautiful products by Liali – making it easier for men to shop for their loves ones.”
How efficient was it to book/deal through Motivate Val Morgan?
“Motivate Val Morgan and their staff were highly professional in their dealings with us and made sure that we had the opportunity to view the commercials at a cinema before we went live in order to get firsthand experience.”
Here are some LIALI ads that were booked through Motivate Val Morgan and screened across our network of cinemas in the UAE:
LIALI | Bakoo Mcveigh | Today’s Woman Wears Liali | 2018
LIALI |Pinaz Lakhdawala | Today’s Woman Wears Liali | 2018
LIALI | Joie De Vivre | 2017
LIALI | Engraving | 2017
LIALI | Valentine’s Day Offer | 2017
Source: LIALI Jewellery LLC
Landmark Group’s Centrepoint is the biggest fashion store in the Middle East, the region’s most coveted fashion retail brand – with 140 stores across the UAE, Kuwait, Oman, Bahrain, Lebanon and Saudi Arabia, and also one of Motivate Val Morgan’s loyal clients for many years.
Shyam Sunder, Sr. Marketing & Ecommerce Head, Lead Member – Group Marketing at Centrepoint shares a testimonial on cinema advertising and how the medium has benefited the brand.
Why does Centrepoint choose to advertise in cinema? How does cinema fit into Centrepoint’s media strategy?
“Being a fashion destination in leading malls where cinemas are present, the cinema medium has always been an intrinsic touchpoint in our customers’ journey. Also considering our rich repertoire of world class films, we believe we can captivate our customers on the big screens and inspire them to keep shopping with us.”
What is Centrepoint’s view on the medium and how does it compete/compliment other advertising mediums utilized by the brand?
“Cinema is undoubtedly a great medium and the few remaining captive audience platforms which can entertain viewers without skipping. Hence, while we are digital marketing driven, we cannot let go of the potential and popularity of Cinemas in this region.”
Does Centrepoint use the cinema medium for campaigns relating to brand awareness, tactical promotions, or both?
“Both. Centrepoint has managed to harmonise both fashion and tactical campaigns with its new SALE films. Our series of films, ‘Sabotage’ ‘Lies’ and now ‘Unleash Greed’ are path breaking and balances both quite brilliantly.”
Was cinema the best fit for a specific commercial/campaign?
“The Centrepoint SALE is the biggest retail events in the region and we have been inventing in the property with some trail blazing work and consistent presence in cinemas across the region.”
How efficient was it to book/deal through Motivate Val Morgan?
“We get the best in class cinema network at great value with Motivate Val Morgan. It’s been a long and enduring relationship as both brands continue to improve and innovate.”
Check out some of the Centrepoint ads that were booked through Motivate Val Morgan and screened across our network of cinemas in the UAE:
CENTREPOINT | SALE | 2015
CENTREPOINT | THIS RAMADAN #SPOTLIGHTONYOU | 2016
CENTREPOINT | LIES | 2016
CENTREPOINT | SABOTAGE | #LOOKGOODSALE | 2016
CENTREPOINT | BACK TO SCHOOL | 2017
CENTREPOINT | UNLEASH GREED | 2017
Source: Centrepoint, Landmark Group
