Val Morgan - Access Asia


Over 100 years old, Val Morgan is Australia’s premier supplier of cinema screen advertising across 2000 cinema screens and the partner of Hoyts, Event, Village and Reading distributors. Red Elephant was appointed the first ever Multicultural engagement partner for Val Morgan.


The challenge was for Val Morgan to leverage the growth of Indian and Chinese cinema films in Australia.

We needed to provide research, insights and strategy, co-design and launch Access Asia – Val Morgan’s first ever first segment multicultural product – allowing brands to engage high level Indian and Chinese segments via in-language TVCs.

Key outputs/outcomes

Brands including CBA, St George, Western Union and various government departments reaching over one million Asian Australian consumers through cinema.