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The Background

The Background. What is the Nomad?. The Nomad is an independent, innovative & quirky alternative to traditional cinema Specialising in high quality film screenings in an incredible array of stunning outdoor settings from manor houses and castles to the Royal Parks and ice rinks

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The Background

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  1. The Background

  2. What is the Nomad? The Nomad is an independent, innovative & quirky alternative to traditional cinema Specialising in high quality film screenings in an incredible array of stunning outdoor settings from manor houses and castles to the Royal Parks and ice rinks We are looking for a partner to help us develop this further for 2011 & beyond…

  3. Nomad Background The Nomad is a joint venture between The Screen on The Green - the UK's largest producer of open air cinema - and The Lexi Cinema, one of London's finest independent cinemas All profits from the Lexi go towards the Lynedoch Eco Village, South Africa, the first sustainability project of this type in Africa Integrating ecology, equity & sustainability, reducing and eradicating poverty

  4. The Nomad brand The Camel is the Nomad brand icon Tying in with films from 007 to Jaws, seasons from Easter to Christmas

  5. The Venues

  6. Nomad Cinema 3 different sized inflatable screens are used to allow screenings of all scales Their versatility means they can be erected quickly in a variety of venues & conditions

  7. Venues Queens Park 3 nights Dulwich Park 3 nights Holland Park 3 nights Donson House 2 nights Battersea Park 3 nights Roundwood Park 1 night Fulham Palace 3 nights Hall Place 2 nights Leeds Castle 3 nights Walmer Castle 2 nights Winter Wonderland Tower of London Kent County Cricket Club 2 nights Priory Park 3 nights Nurstead Court 2 nights Gatton Park 2 nights St. Augustine’s Abbey 3 nights Cobham Hall 2 nights Richborough Roman Fort 2 nights 10 screenings with Zippo’s Circus Hampton Court Palace PLUS: & many more TBC 90% London & South East in 2011

  8. Venues

  9. Venues

  10. Venues

  11. Venues

  12. 2011 Nomad Events Plus… • March: London Launch event • Mar-Jun: 15 indoor screenings • 10 Zippos Sunday evening events • June-Sept: 80-100 outdoor screenings • including 3-5 drive ins • Sept-Dec: 15 indoor screenings • Halloween screening • 10 Zippos Sunday evening events • Nov: Leeds Castle fireworks • Dec: Tower of London - 3 weeks • Hampton Court Palace - 3 weeks • Winter Wonderland - 3 weeks Expected admissions = 2,400,000 • Please note that numbers are approximate & events are subject to change Expected events = 150 Expected admissions = 135,000

  13. Schematic… May Jan Feb March April June July Aug Sep Oct Nov Dec Launch Event Halloween Majority of Summer open air Winter Wonderland Indoor season Zippos season Zippos season Indoor season Tower of London Fireworks Leeds castle Hampton Court Palace

  14. The Promotion

  15. Past / Potential Media Partners …Sponsor can have influence over media partners

  16. Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Sponsor Estimated 500,000 unique users 2,500,000 page impressions 4m 20” average time on site Nomad website Nomad website to incorporate Sponsor design Links to sponsor site Site SEO by industry-leading SEO Ibiza for key search terms like mobile cinema, pop-up cinema, outdoor cinema etc. Facebook, Twitter, Flickr & You Tube integrated into Nomad site, with webpage devoted to user-generated content  e.g. suggest a venue / film, send us your photos / video

  17. Online promotion • Venue mailing lists:  455,000 email addresses • ‘We Got Tickets’ database London & the South:  310,000 email addresses, targeted by postcode and event interest for each event • The Nomad mailing list:  14,000 cinema and pop-up cinema fans Total email recipients = 779,000 … each to receive numerous emails

  18. Local Promotion At each venue • 100 x A3 and A4 posters within 1 mile radius • 1000 x A5 flyers within 1 mile radius • … placed within local cafes, shops, restaurants, etc in heart of local communities • Min 4 x (2x1 meter) vinyl banner at site or near site from 3 wks out Estimated exposure 1,500,000 impacts * Production cost covered by the Nomad

  19. Guerrilla marketing Guerilla marketing to take place at selected sites Very important for the Nomad to be involved in playful and inventive, viral buzz-generating behavior The sponsor is welcome to play with us as part of the marketing mix

  20. Sponsor Sponsor Sponsor Design The design of the marketing will incorporate Sponsor’s logo & branding This design will then be used across all promotion The camel could be cleverly altered to incorporate the sponsor Suggested title “Lexi Cinema presents the Nomad… sponsored by **********”

  21. Sponsor Design

  22. At the events

  23. 2010 films All films are chosen to fit with venues …some with celebrity introduction Click here for to view (must be in slide show) The sponsor can have influence over film choice to create specially created series of films tying in with their brand values

  24. Hospitality for Sponsor The sponsor can have a VIP area at each screening This can be used for a competition winners, staff, suppliers, etc Can also have a VIP tent if provided

  25. The event • Public arrive 1 or 2 hrs before sunset • Experiential opportunities throughout venue • Visit bar & food stalls • Set up picnic blanket, chairs etc • Some pre-screenings entertainment, arranged by Nomad • The Screening • Sponsor content • Ad reel • Celebrity introduction • Film • Interval – experiential opportunities • Ad reel • Film

  26. Branding opportunities at venues • Vinyls around venue • Projector Gazebo • Ponchos • Picnic blankets • Inflatable Sofas • Staff clothing • Trailer (lorry) • & potentially others… * excludes production cost

  27. Other information

  28. Feedback * excludes production cost

  29. The Numbers

  30. Headline sponsor Opportunities • Naming rights – ie, “Lexi cinema presents the NOMAD sponsored by *******” • Design - Sponsor logo integrated within agreed Nomad design • All Media - This design used consistently across all promotion, all media • On Screen - 60” Sponsor commercial/content space prior to all showings and during interval • Online - Integrated design on Nomad website, links to Sponsor site, etc • Venue exposure - Up to 70% of on site sponsorship signature • Experiential - Sampling & other experiential opportunities for Sponsor • Category Exclusivity – Sponsor to have category exclusivity over sampling partners £230,000 gross* *excludes staff, delivery of samples

  31. Opportunities Sampling • Experiential - Sampling and experiential opportunities at min of 75% of selected venues • All Media - Branding on all marketing materials • On Screen - slide prior to all showings • Venue exposure - Branding at all events • Share of Voice - Maximum of 4 clients • No clutter - category exclusivity £60,000 gross* *excludes staff, delivery of samples

  32. Opportunities Ad reel • On Screen – 30” advert prior (or interval) to all screenings • Numbers – 135,000 admissions • Share of Voice – 10 min ad reel £15,000 gross*

  33. Numbers • Online reach • Nomad website 2,500,000 page impressions • Total email recipients 779,000 recipients • Local reach • flyers, posters, guerrilla 1,500,000 impacts • Media partners • Total press partners TBC • PR TBC Total Nomad attendees 135,000 Total exposed to Nomad screens 2,400,000

  34. Summary • 3 tiers of opportunity for outdoor cinema in 2011 • We seek a sponsor’s input to continue developing this concept • An opportunity to develop this hand in hand to suit a sponsor’s needs inspiring pop-up cinema

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