Cathay Loyalty Card

A Proposal Presented by
Davinder Singh, Arif, Shiona,Dinah,Odilia

Research
Interesting things weve
found

What to Expect...

Objectives
Promote NEW Loyalty
Card
1. To create awareness of the
new loyalty card to youths
aged from 18 to 28 years
old.
2. To encourage 5% of the
market share of youths to
purchase and use the new
loyalty card end July.

#funbutimportantfacts
72% that were part
of a loyalty
programme were
female

64.2% are not part

of a loyalty
programme
Brand was the 3rd
least important
factor when
choosing a cinema
46.6% prefer to
pay their movie
tickets by cash

64.2% prefer to
book their tickets
online

Target Audience
Profile
Calvin is an 18 year old boy, starting out in
Republic Polytechnic. He is eager to go out into
the world and make more friends. However, he
feels very lacklustre because he feels that he
isn't cool enough. He is looking for something
that will make him have access to the world.

Joanne is a 25 year old girl, who loves to go out

on weekends and have fun with her friends.
However, she feels that all small fun things in
Singapore such as going for a movie or to the
arcade is really expensive. She wants to have
choices but, at affordable prices that is suitable
for her and friends.

The Big
Solution
The idea that will solve the
problem!

Free Yourself;
The C-Ex Card

Card Customization

Flash and Experience

Purchase your movie

tickets and meals at
Cathay. Flash your card
and you are ready to
enter the theatre.

App Access

Place your screenshot here

Freedom Points

SGD$1 : 2 Freedom
Points
Top up using cash and
redeem freedom points
to accumulate more
benefits in Cathay.

Freedom Transfer

You have the freedom to

share your credits with
your friends.

Food Ordering and Delivering

With food and drinks

delivered to your seats,
you never have to worry
about being late for your
movie again!

Find Your Movie Buddy

Connect with new

people who are
interested to watch the
same movie as you!

Any Premiere, At the Time You Want

Loyalty card
members can have
the freedom to vote
which timing works
best for the first
premiere of a movie.

Discounts

Loyalty members will

receive:

5% off for movie

tickets
10% off for food and
beverage in Cathay
15% off for retail
outlets & partners

Game Plan
Our campaigns
strategies and tactics

Strategy Overview

Social Media Strategy

Create a centralised personality for all social
media platforms
Improve social engagement on all platforms
Introduce a new social platform

Event Strategy

Promote the lifestyle that we are heading

with the card
Encourage youths to free themselves
through dance

Twitter

We will use Twitter for customer service in order to increase customer

happiness and promote customer loyalty.

Instagram

We will use Instagram for promoting and sharing our company culture to help
employee and customer happiness.

Facebook

We will use Facebook for advertising to target a specific audience in order to

help increase sales.

Tick - Tock
Event timeline

Timeline

1st July
Collaterals to
be ready

2th - 5th July

Website and
Social Media to
be hyped up

6th July
Sent out
Press Release
to the media

7th - 17th July

Digital
advertising
across Cathays
products

Evaluation

11th - 17th
July
Advertise on
online
platform

18th July
Cathays 80th
Anniversary

Budget
The nitty-gritty parts

Budget

Item

Description

Quantity

Amount

Digital
Advertising

Advertise
through paid
online digital
platforms

Nil

$8,000 - $12,000

App
Development

Social media,
points transfer,
ordering and
booking
functions

Card
Manufacturing

Customization,
top up points to
the card

Nil

1000 pieces

Total estimated cost:

$40,000

$15, 000

$10,000

Evaluation
Was the campaign
successful?

Social Media
Media Monitoring

Event

Track Attendees
Media Monitoring
Survey

Overall

Questionnaire and Interviews

Thank
you!