Australia’s largest cinema chains Birch Carroll & Coyle and Greater Union is in the process of being relaunched and redeveloped but have they started their online move too early or without an effective digital strategy.
We understand that the process of rebranding a company is very expensive and time consuming but we don’t believe that AHL successfully planned to get the best benefit from their online campaign with Event Cinemas.
AHL is promoting Event Cinemas as a new concept in entertainment, that seeks to deliver the ultimate cinema experience. The Birch Carroll & Coyle and Greater Union cinemas are in the process of being redeveloped and relaunched as Event. The other problem is that many of the Birch Carroll & Coyle and Greater Union cinemas will continue to operating throughout Australia.
It seems atleast online the Event Cinemas is now the sole online brand which seems to conflict with their offline marketing which still heavily promotes Birch Carroll & Coyle and Greater Union, which seeks to compete against Hoyts.
It appears that some improvements have been made in the last few weeks, but there is still a lot of quick wins for Event Cinemas.
How do they handle Event Cinemas visitors?
To prove that the online campaign has not being successful a branded search for Event Cinemas shows Greater Union in the #1 result. The issue is that any visitors to GreaterUnion.com.au is redirected to EventCinemas so it is a wasted and unnecessary step for their visitors.
How do they handle Birch Carroll & Coyle visitors?