Negotiations began while Towerside was under construction, so we controlled everything from branding to internal décor to opening events. We even changed the name to 'The Siemens Mobile Towerside Movie Theatre'. The foyer branding included wall paintings, staff uniforms, posters, plasma screens showing the TV spots, exhibition cases displaying the handsets and piles of free merchandising. On the screen we had sponsorship accreditation,‘please turn your phones off’ messaging and further TV spots. Branded pop-corn bowls and coffee mugs replaced paper, and we put ‘cuddle blankets’ in the salons.

In the first six months 40.000 people have visited the 200 seat Towerside. The value of on-screen advertising, branding, free tickets, venue usage and cinema listings is valued at 280% of the cost.

In 2003, spontaneous awareness increased 26%; consideration 10% and sales a whopping 307%.The strategy is producing dramatic results and Towerside remains a prominent brand symbol and key access route into the ‘style crowd’.