THE ENTERTAINMENT GETAWAY

CATEGORY: Brand Strategy & Identity   |   Experiential & Digital Marketing   |   Interior & Retail Design   |   




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CONTEXT
A pioneer of cinema multiplexes in Malaysia, TGV is a major chain which owns and operates over 21 outlets across Malaysia. It is a wholly-owned subsidiary of Tanjong Plc.
CHALLENGE
After more than 15 years since its inception, TGV Cinemas now needed to articulate a clear differentiation in a market that saw little distinction between one cinema from the next – not only to its customers, but also to its employees who practically are their daily brand ambassadors. From our studies, we also found that it is competing against indirect rivals ranging from online video sites to karaoke lounges which were eating into the wallet and time of its consumers.
SOLUTION
TGV needed a brand position, which then can be translated into a distinct environment that guests can experience; and every employee can grasp. Hence, in 2011 we joined its CEO and his cross-departmental team to work out the essence of the brand and new relevance to the consumers. The result: an away-from-home entertainment brand that offers not mere film-screening venues, but entertainment in itself; each TGV will be a destination away from the world, in which guests can feel reenergised.

 

QUICK LINKS:

UNMISTAKABLE BRAND ZONES
ADDRESS BY THE STRAITS
CAPTURING THE ESSENCE
OBSESSED WITH LOOKS
EMBRACING INTERIOR


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A-1-9, Dataran Cascades
No. 13A, Jalan PJU 5/1
Kota Damansara
47810 Petaling Jaya
Selangor, Malaysia
 
T: +6.03.2780 7277
E: info@thinkscapegroup.com
 
 

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