The agency has been briefed to create two-way partnerships, with brand partners distributing a rental voucher for DVDs and games to their customers in an attempt to drive consumers into Blockbuster stores. The latter will also distribute vouchers for the partner brand in its stores.
The entertainment rental market is increasingly competitive, with the expansion of online rental companies such as LoveFilm placing pressure on bricks-and-mortar rental stores. Blockbuster has 4.5m members and 700 stores within the UK.
Bryn Owen, head of marketing at Blockbuster, said: 'We are very keen to create promotional partnerships with synergetic brands to help achieve our commercial and marketing objectives at key times of the year and enhance our offering in a very competitive market.'
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