O2 launches £6m marketing campaign to promote priority ticketing

O2 is throwing £6m behind a marketing campaign to highlight the benefits of ‘priority ticketing’ for O2 customers.

The campaign goes live today (7 November 2008) and is the second major financial commitment that O2 has made to music sponsorship of late.

Mobile revealed this week that the operator has just signed a £4.5m deal with music events company LiveNation that will see 11 venues re-branded under the O2 badge. For example, the Carling Academy will become the ‘O2 academy’.

The £6m marketing campaign will run across TV, cinema, print and online media.

O2 claims that since ‘The O2’ opened last year, over a million customers have signed up for its priority ticketing alerts and 250,000 tickets have been sold to O2 customers through 100 pre-sales.

Alistair Johnston, marketing director at O2, said: ‘We are committed to providing great experiences for our customers and we know how much they value the opportunity to get tickets for their favourite acts before anyone else.

‘This campaign will help generate even more awareness of this benefit which will have a hugely positive impact on customer loyalty.’