Rias sponsors cinema trips for the over 50s

by Charlie McCathie, Brand Republic 17-Jul-07, 15:10

LONDON - Rias, the specialist insurer for the over 50s, is sponsoring Odeon Cinemas' Senior Screen, which offers reduced cinema tickets to the over 50s.

Rias tasked Watson Philips Norman with producing a trailer for the insurer, which will run before the Senior Screen films. It centres on the theme of "happy endings" and contains clips from 1950s films.

The insurer will also feature on foyer advertising, including a standee, floor sheets and posters, and online branding.

Janet Connor, Rias managing director, said: "As one of the major players in the over 50s insurance market, we were keen to select a partnership that gave Rias national exposure and has wide appeal to our target audience."

Kate Macfarlane, Odeon brand manager, said: "This is the first time we have worked with a sponsor for Senior Screen and we are looking forward to working with Rias to develop an already popular offering."

Odeon Cinema Senior Screen was launched in June last year and allows over 50s to enjoy a reduced entry fee at 94 cinemas across the UK on weekday mornings.

Genesis Partnerships, the sponsorship marketing division of Genesis, brokered the deal on behalf of Rias, and will manage its relationship with Odeon.