Cinépolis: Club Cinépolis - Driving loyalty member's value

Cinépolis is the largest cinema chain in Latin America. In Mexico, it covers 60% of the box office and in 2003 launched its customer loyalty programme which, by 2007, its competitors had also established.

Cinépolis: Club Cinépolis - Driving loyalty member's value

RAPP

ENTRY INFORMATION

Category: Publishing/EntertainmentCountry where program ran: MexicoDate program started/ended: January - December 2009

Product Description: Cinépolis is the largest film exhibition company in Latin America and the 5th worldwide. It covers 60% of the Mexican box office, operating 2,221 screens and receiving +100 million patrons annually. In 2003 the company launched its loyalty program (points redeemable for benefits), it currently has 1.4 million members.

Advertiser/Client Name: CinépolisMedia Channels: OtherWebsite: http://proyeccioncc.com/

STRATEGY

Marketplace Challenge:

Even though Club Cinépolis (Cinépolis loyalty...

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