Toronto-based Tim Hortons and Cineplex Digital Networks today announced a national launch plan for TimsTV, which will be one of the largest digital programming networks in the Canadian restaurant and retail sectors.
The network will be broadcast to the existing 2,200 Tim Hortons restaurants in Canada and most new Tim Hortons restaurants currently in development. Tim Hortons and Cineplex TimsTV expect to begin rolling out across Canada in late February.
The software management platform is by Cineplex Digital Solutions (formerly EK3, acquired by Cineplex in Sept./13).
Today’s announcement marks the expansion of a successful pilot program of TimsTV launched in 50 Tim Hortons restaurants in London, Ontario, in June, 2013.
“Our guests-have expressed interest in seeing more news, more entertainment, more weather and more Tims,” says Glenn Hollis, vice-president, brand strategy and guest experience, Tim Hortons. “They are very open to also see advertising from a select group of national and local advertisers. We will focus on programming TimsTV showing Tim Hortons’ own quality, freshness, and brand values, while also providing entertainment-focused and happy community information.”
“We look forward to partnering with Tim Hortons to create one of the largest retail-based programming networks in Canada,” says Nick Prigioniero, president, Cineplex Digital Networks. “Today’s announcement will bring more cutting-edge digital technology and interesting information to Tim Hortons locations across the country.”
Cineplex Media Will sell advertising for TimsTV, opening a new and exciting opportunity for customer engagement in one of Canada’s foremost retail destinations. The network will include a combination of advertising and content. The content will include Tim’s brand values, community messaging such as local sports support, philanthropic support, environmental messaging, Tim’s brands, and more. It can include Cineplex messaging but the primary focus will be to sell advertising to other advertisers.
“We will launch with 15- and 30-second spots but are open to other options depending on the needs of the agency or advertiser,” says Pat Marshall, vice-president, communications and investor relations, Cineplex Entertainment. “Also, all advertising can be GEO targeted so advertisers can go nationally, regionally, local or a combination of options. Like cinema advertising, TimsTV has a captive audience.”
Cineplex Digital Networks will equip each participating Tim Hortons with the necessary equipment, provide network management, as well as maintenance and repair services throughout the duration of the partnership.
Tim Hortons is one of the largest publicly-traded restaurant chains in North America based on market capitalization, and the largest in Canada. Operating in the quick serve segment of the restaurant industry, Tim Hortons appeals to a broad mix of consumer tastes, with a menu that includes premium coffee, hot and cold specialty drinks, specialty teas and fruit smoothies , fresh baked goods, grilled Panini sandwiches and classic, wraps, soups, and other prepared foods. and other food products. As of Sept. 29/13, Tim Hortons had 4,350 system-wide restaurants, including 3,500 in Canada, 817 in the United States and 33 in the Gulf Cooperation Council.
Cineplex Inc. is one of Canada’s leading entertainment companies and operates one of the most modern and fully digitized motion picture theatre circuits in the world. A top-tier Canadian brand, Cineplex operates numerous businesses Including theatrical exhibition, food services, gaming, alternative programming (Front Row Centre Events), Cineplex Media, Cineplex Digital Solutions, Cineplex Digital Networks, and the online sale of home entertainment through CineplexStore.com and on apps embedded in various electronic devices. Cineplex is also a joint venture partner in SCENE – one of Canada’s largest entertainment loyalty programs.
Cineplex operates 161 theaters with 1,632 screens across Canada, serving approximately 77 million guests annually through the following theatre brands: Cineplex Odeon,
SilverCity, Galaxy Cinemas, Scotiabank Theatres, Cineplex Cinemas and Cineplex VIP Cinemas presented by Scotiabank. Cineplex also owns and operates the UltraAVX, Poptopia, and Outtakes brands.