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
It is probably no exaggeration to say the past year has been the most momentous year in the Kingdom of Saudi Arabia’s history with the announcement of a wide range of social reforms – boosting entertainment and allowing women to drive, to take effect in 2018.
In December 2017, Saudi Arabia lifted a 35-year ban on commercial theaters as part of the country’s 2030 vision (stamped by Saudi Crown Prince Mohammed bin Salman) to modernize and move the country forward. Four months after, in April 2018 we witnessed the launch of Saudi Arabia’s first cinema in over three decades (operated by AMC Entertainment), which was followed by the launch of a 4 screen VOX Cinemas at Riyadh Park Mall – featuring an IMAX screen, 2 VOX Kids screens and 1 VIP screen.
As the official cinema advertising partner of VOX Cinemas, Motivate Val Morgan received an overwhelming response from advertisers within hours of the cinema chain launching in the Kingdom. The first advertisers to book on-screen ads through Motivate Val Morgan were Hotels Combined, Chevrolet, GMC, Emirates Airlines, Homecentre and Cartier, to name a few.
On 24th June 2018 followed the end of a decades-long ban on women driving – enabling women (18 years of age and older) to apply for a driver’s license.
For the vast majority of women in the kingdom, the move allowing them to drive represents a new dawn, offering greater freedom of mobility, access to wider job opportunities, and the reclamation of rights.
Timing their cinema campaigns with the lifting of the ban on women driving in Saudi Arabia were Audi and Hyundai.
Audi
To mark the monumental day in history, in which woman in Saudi Arabia got into the driver’s seat for the first time ever, Audi created this gripping and inspirational video.
Audi booked a 1-week on-screen campaign to play on all screens of VOX Cinemas – Riyadh Park Mall from 28th June to 4th July 2018.
Hyundai
Hyundai’s #whatsnext campaign is a message from people all over the world, welcoming the women of Saudi Arabia behind the wheel.
Hyundai booked a 6-week on-screen campaign to play on all screens of VOX Cinemas – Riyadh Park Mall from 5th July to 15th August 2018.
An amalgamation where a once banned and re-established medium, screens an advertisement welcoming a deeply symbolic move to put women back in the driver’s seat!
Have a tactical campaign you would like to execute on cinema screens in Saudi Arabia?
Contact a member of our sales team for more information.
Sources: Al Arabia (English), Gulf News, Gulf Business and YouTube (YallaMotor)
