Cinemaxx rebrands to Cinépolis, picks creative agency for integrated campaign

Indonesian cinema chain Cinemaxx has appointed Grey Group Indonesia for its rebranding campaign, which will see its name change to Cinépolis. Six agencies were involved in the pitch that lasted four weeks. Under the contract, Grey will partner other WPP agencies, Mediacom and BCW, for media and PR solutions.

Cinépolis Indonesia CMO Celeste Koay said: "Grey Indonesia has emerged amongst the creative agencies invited with a very strong team commitment, visual creativity proposal and have offered us an integrated brand campaign derived from our global brand strategy." Marketing Interactive has reached out to the agency for more information.

The 56 cinemas currently in operation across Indonesia are undergoing the rebranding exercise progressively and is scheduled to complete by the end of 2019, said a press release. The move aims to uplift Indonesians' cinema-going experience and the cinema chains position in the market as a world-class entertainment provider.

Aside from the main brand change, Cinemaxx's viewing formats such as Cinemaxx Gold, Deluxe and UltraXD will also be renamed to Cinépolis VIP, Luxe and MacroXE respectively. With the rebrand, moviegoers can also expect a uplift in service experience and offerings, which will be culturally relevant and adapted from Cinépolis, said the company. It currently has a presence in 17 countries worldwide.

Grey Group Indonesia CEO Raju Allluri added: "We are extremely delighted to be a part of this incredible global brands transformation in Indonesia. Looking forward to seeing our work out there soonest."

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