Like many retailers on the frontline during COVID-19, Cineplex experienced disruptions and challenges, requiring an agile strategy and adaptive tactics. During this, Northern relaunched their brand campaign, including a multi-channel, multi-funnel media campaign with over 250 assets in English and French that focused on driving awareness and increasing theatre visits. New brand messaging was developed to encourage consumers to get back into the excitement of watching movies in the theatre, including contextual and directional language. The campaign was a success, increasing brand loyalty and the frequency of theatre visits. We'll continue the momentum in 2022, driving audiences back to their favourite theatre, Cineplex.