The partnership will provide major pourage rights for Lion beer to be stocked across all Village Roadshow properties
Village Roadshow Limited has signed a group-wide partnership with one of Australasia’s largest beverage companies, Lion Private Limited.
The partnership will provide major pourage rights for Lion beer to be stocked across all Village Roadshow properties, including Village Roadshow Theme Parks, SeaWorld Resort, Village Cinemas, and the recently launched Topgolf on the Gold Coast.
The latest arrangement will see integrated beer offers, venue sponsorships, promotions and activations across each of Village Roadshow’s properties, where Lion will bring its key brands, including James Squire, Heineken, and Furphy.
The latest partnership follows Village Roadshow joining forces with Mastercard in June to provide new experiences for cardholders across its cinema, theme park and entertainment properties.
Currently, Heineken is the presenting partner of Topgolf’s Roof Terrace Bar and Iron Jack is a major partner with Australian Outback Spectacular. With this partnership, Lion will also have key presence across Village Entertainment’s Gold Class Cinemas.
Village Entertainment GM marketing and sales, Mohit Bhargava, said the company is thrilled to be partnering with Lion.
“Lion has an outstanding portfolio of iconic Australian and international beers and understands the strength and reach of Village Roadshow group along with the unique requirements of each of our businesses,” Bhargava said.
“The company is committed to enhancing our guest experience by paying careful attention to each of our entertainment destinations, right from bespoke beverage lists through to amplifying key events and activations. By aligning all our relevant assets into group wide alliances, this partnership represents the OneCo vision set out as part of our strategic plan to maximise value for VRL and our strategic partners."
National on-premise manager at Lion, Jason Pawley, said the opportunity to curate and align its beverage and brand marketing programs across all of Village Roadshow is a fantastic opportunity for the group.
“As we are always looking to partner with businesses that offer customers with rich experiences and are continually investing in their offerings, we are particularly excited by the growth potential of Topgolf being the latest addition to the Village’s portfolio and look forward to working with the team” he said.
The partnership is the second of the group-wide business agreements for Village Roadshow. Bhargava said it’s the result of an evolution of the business approach around commercial partnerships and sponsorship.
Last year, Village Cinemas achieved a 10 per cent increase in its Net Promoter Score as the result of significant investment and cross-divisional support for its voice of customer program. Bhargava, attributed the result to a massive push to deliver a customer experience framework and voice of customer (VOC) program, work that has seen brand, operations and HR and staff come together as a united force.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016