21 April 2006
BT has announced that it has agreed a multi-million pound sponsorship deal in order to publicise its new phone book.
The agreement will see the phone book sponsor Channel 4's hit show Deal or No Deal to help raise awareness for the book, which provides comprehensive and up-to-date local contact information in full colour.
Mike Hopkins, general manager of marketing for the book, said: "The phone book's sponsorship of Deal or No Deal is fantastic news for us, as it gives us the opportunity to communicate our message, in an entertaining and engaging way, in front of 3.6 million people."
David Charlesworth, head of sponsorship at Channel 4, added: "The size and profile of the audience will make a significant contribution to the awareness of the phone book and our audience will benefit from knowing exactly how to find the information they need."
The sponsorship will run for a year and begins at the start of May. Short adverts will show how different kinds of people use the phone book to solve everyday problems.
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