Orange extend their film partnership...by about 500 miles

Something that I came across in Poland last week that seemed worth commenting on.

UK punters will be well aware of Orange's long-term and very well executed use of film as a brand communication vehicle. The amusing Gold Spot ads at cinemas and the Orange Wednesdays have been part of the film experience in the UK for some time

So I was interested to see that Orange Poland (re-branded here a couple of years ago) have also chosen to follow the film route. But happily, they aren't copying and pasting but applying a decidedly Polish take.

Like most of continental European, the Poles tend to holiday during a certain season (pretty much July and early August). With the Zloty suffering against the Euro and the country gripped by talk of economic crisis (really not that bad so far - fingers crossed...), as a consequence holidaying in Poland remains the best bet for many Poles - for at least one of their summer holidays (seems most people have two).

The options are three-fold; coast, lakes or mountains. With the deadly Polish roads actively keeping the population stable (there was a weekend when 66 people died on Polish roads recently - and not in 2 coaches), many Poles let the train take the strain.

Orange have understood this and have provided an addition to their regular summer cinema season in key Polish holiday resorts.

http://www.orangekinoletnie.wp.pl/

So running on the line from Sopot (twinned with Southend on Sea no less...) on the north coast to Zakopane in the Tatra mountains in the south, rail users could watch a vary of films - new and classic- in a branded Orange coach. Unlike Orange Wednesday, no Orange phone is required to settle in for the flick.

Once in each holiday town - Orange have also set up screens to keep you entertained when you're grown tired of talking to your family...