Cathay, more than just a cinema
Singapore - Cathay Organisation has embarked on a campaign to strengthen its positioning as more than just a cinema and movie group, hiring Social@Ogilvy to help with the brand push.
Cathay recently categorised its businesses into four main clusters - movies, leisure, hotels and property and is looking to raise awareness across all units.
Social@Ogilvy has been hired for a six month period to create a Facebook page to combine all of Cathay's Facebook portals, including its shopping malls (The Cathay & Cathay Cineleisure Orchard), gaming centre (E2Max), hangout hotels (hangout @ mt.emily and hangout@jonker), The Cathay Restaurant and The Cathay Gallery.
The company does little in the way of traditional advertising, but runs most of its marketing activities online and on social media.
"We are targeting youths, therefore it only makes sense," a spokesperson said. Cathay also does this for its hotels and properties businesses, she added.
The new Facebook page will roll out by 18 July, in line with the company's 77th anniversary.
On top of its social media activity, Cathay also has iPhone apps and markets through its in-mall ad spaces.
Three events will also be held between September and March 2013 including a short film competition and a race event Cathay Decoded.
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- Cathay Organisation Holdings Ltd