Time Out has teamed up with luxury ice cream brand Häagen-Dazs for the return of London’s first and only floating cinema Movies on the River, which will set sail on the River Thames once again this summer.
Launched in 2017, Movies on the River is a cinema experience like no other. Guests will enjoy a sunset cruise along the Thames past sights such as The Shard, the Tower of London, the Tate Modern, the Houses of Parliament and Tower Bridge. Once the sun has gone down, they will be seated on the top deck, ready to watch an iconic movie on a huge open-air screen with London’s incredible landmarks as a backdrop and their favourite Häagen-Dazs flavour to choose from.
The partnership with Häagen-Dazs to bring back the flagship summer event is part of a wider bespoke multi-platform campaign for the ice cream brand, developed and shaped by global media agency, Mindshare UK in collaboration with the Time Out Creative Solutions team. The campaign will include the Movies on the River live events, with a feel-good film programme curated by Time Out’s expert editors. The event will run for four weeks over the summer, with five events per week.
Häagen-Dazs’ headline sponsorship will see the Ice Cream of Ice Creams join the al fresco fun and offer a selection of indulgent delights, including its hugely popular Salted Caramel flavour, for guests to enjoy. Alongside multiple sampling touchpoints on board, there will also be a Häagen-Dazs photo booth and pre-roll ads on screen. This will be amplified through posts and stories across Time Out London’s social channels, CRM, a digital feature page, roadblocks across the Time Out site and inclusion of Häagen-Dazs on all ticketing pages on timeout.com.
Charlie Liddington, Head of Creative Strategy & Live at Time Out said: “People come to Time Out seeking the best ways to spend their summer in the city – because we not only write about the best experiences but create them too. One example is our Movies on the River which we are thrilled to bring back this summer – even more as Häagen-Dazs, the ultimate ice cream brand, is on board with us this year. Together we are giving Londoners unforgettable summer moments with amazing movies, incredible views, and delicious ice cream flavours.”
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Notes to Editors
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About Time Out Group
Time Out Group is a global media and hospitality business that inspires and enables people to experience the best of the city through its two divisions – Time Out Media and Time Out Market. Time Out launched in London in 1968 to help people discover the exciting new urban cultures that had started up all over the city – today it is the only global brand dedicated to city life. Expert journalists curate and create content about the best things to do, see and eat across 333 cities in 59 countries, and across a unique multi-platform model spanning both digital and physical channels. Rooted in the Time Out brand, Time Out Market is the world's first editorially curated food and cultural market, bringing a city's best chefs, restaurateurs and cultural experiences together under one roof. The portfolio includes Markets in cities such as Lisbon, New York and Dubai, and several new locations with expected opening dates in 2023 and beyond, in addition to a pipeline of further locations in advanced discussions. Time Out Group PLC, listed on AIM (AIM: TMO), is headquartered in the United Kingdom.
About Häagen-Dazs
Häagen-Dazs has been making ice cream since 1960. Our founders Reuben & Rose Mattus had a vision to make the best ice cream in the world using high quality, carefully selected ingredients. Every Häagen-Dazs ice cream starts with cream and milk, which is then blended with carefully selected ingredients. Launching with three simple flavours – chocolate, vanilla, and coffee, today the company is sold in major supermarkets, convenience stores, foodservice channels, and Häagen-Dazs Shops, and has more than 24 products, including pint tubs, mini cups, and stick bars. Häagen-Dazs is part of General Mills Inc, a leading global food company founded in 1866 and headquartered in Minneapolis, USA, that serves the world by making food people love.
Underpinned by our values of Empathy, Energy and Impact, Mindshare offers clients full-service media agency capabilities. Together we generate growth for our clients that is enduring, About Mindshare UK diversified and sustainable. We drive this Good Growth by placing people at the heart of what we do through the intentional use of media. We work with some of the most famous businesses and brands in the UK – such as Unilever, KFC, UK Government, LV=, Ford, Vinted, Marks & Spencer and TK Maxx. We are fiercely proud of our open and inclusive culture – everyone, and their opinion, is respected and welcome. Mindshare is part of GroupM and ranked 4th by billings in the UK.