Enterprise IG Middle East, the global branding agency and subsidiary of the WPP Group will re-brand Kuwait National Cinema's Company

The Kuwaiti listed giant assigned Enterprise IG to develop a new brand that will communicate and effectively represent the cinema experience that will result from the significant modernization and expansion exercise the cinema company is investing in.

The move comes as part of Kuwait National Cinema Company's implementation of several new strategies, including a drive to enhance its corporate and consumer image. Kuwait National Cinema has just completed a technology upgrade that featured a comprehensive internet site, smart cards, E-ticketing, automated ticketing machines, tele-ticketing as well as SMS (short message service) and WAP (Wireless Application Protocol) enabled services. The cinema giant has now recognized the next crucial stage, the importance of developing a brand image and communication strategy that will deliver these features to its consumers, namely the youth of Kuwait.

Enterprise IG has presence in the Middle East and has successfully completed a variety of projects in the region including, most recently, the prestigious Souk Madinat Jumeirah in Dubai, a magnificent five-star shopping centre that captures the heart of Arabian culture combining it with a unique and modern shopping experience. Their global projects include names such as Coca Cola, Vodafone, Bulgari, Mercedes Maybach, Hilton Hotels and Masterfoods. This wide ranging experience provides Enterprise IG with the necessary regional understanding and positions them ideally to define a powerful brand for Kuwait National Cinemas that will carry it well into the future.

'Over the last few years Kuwait National Cinemas has worked extensively to create a comfortable environment with state-of-the-art facilities for people to enjoy the whole cinema experience and we have certainly come a long way since inception in 1954.

To ensure success and growth into the future, we recognize the value of investing in developing a powerful brand that will connect and be memorable to our customers, the Kuwaiti youth, reflecting accurately what we have to offer.' commented Mr. Alan Hall, General Manager, Kuwait National Cinemas Company.

'We chose Enterprise IG as a partner for this project due to their knowledge and experience of the specific branding issues relating to the Middle East and their strong, wide ranging global experience. Enterprise IG has demonstrated comprehensive understanding of our business, our philosophy and our objectives. We look forward to a new brand that conveys our messages to our customers and that communicates the Kuwait National Cinemas of 2005 and beyond!'

Planning to expand beyond its current monopolistic status, Kuwait National Cinemas aims to penetrate the regional market. To do this effectively, it has recognized the importance of developing an image synonymous with its services and capable of communicating its innovative changes, uptake of technology, differentiating it from the competition. The brand will convey the power and excitement of the modern cinema experience.

'Kuwait National Cinemas is now one of many Middle East companies that have recognized the role of brand development and corporate image as a powerful tool in reaching out to consumers and gaining a competitive edge. Enterprise IG is delighted to have been given the opportunity to develop the branding and image for Kuwait National Cinemas.' commented Hermann Behrens, Managing Director of Enterprise IG Middle East. 'This project reflects a growing awareness of the importance of branding in the Middle East & Africa region.'

Enterprise IG works with leading organizations across the Middle East region, including United Arab Emirates, Saudi Arabia, Kuwait, Oman and Iran.