Cineplex Entertainment has selected Hill+Knowlton Strategies Canada (H+K) as its public relations agency of record after a competitive agency review.
“Hill+Knowlton demonstrated an ability to understand what we’re about and bring their own big picture ideas for reaching our media and other stakeholder audiences,” said Pat Marshall, vice-president, communications and investor relations at Cineplex Entertainment, in a statement.
Given Hill+Knowlton has nine offices in five provinces, “they also live in the cities where we operate,” she added. “Considering Cineplex is a part of communities across Canada, we appreciate Hill+Knowlton’s on-the-ground perspective.”
H+K has begun working with Cineplex on projects including the transformation of eSports in Canada with the recent acquisition of WorldGaming.
In addition, H+K will work with Cineplex to support the launch of The Rec Room, a social entertainment venue that will combine upscale casual dining, gaming and entertainment for young adults, families and corporate events. Cineplex plans to open several Rec Room locations nationally over the next few years.
“We have never had a national AOR before so this is new for us,” says Marshall. Cineplex has used specialists in entertainment PR from time to time and still does so via its relationship with TouchWood PR, which support its event cinema business.
In addition, Cineplex has used a local PR firm for Quebec, but H&K is now handling Quebec and the rest of the country for the company, Marshall says.
