5/22/2012 12:09:35 PM
Orange reviews sponsorships to focus on film
Orange's long-running sponsorship of the Women's Prize for Fiction is ending after 17 years, with the operator dropping a number of sponsorships to focus on film.
The operator said it had reached the decision following a 'strategic review' and claimed film had a greater resonance with its smartphone customers. It said it would continue its Orange Wednesdays 2 for 1 cinema tickets campaign, its 'Gold Spots' advertisements, and its sponsorship of the BAFTAs.
Orange is also ending its five-year partnership with the RockCorps charity and this year will also be the final year it will sponsor the National Business Awards.
Orange UK director of brand Spencer McHugh said: 'We believe our long-standing association with film is a great way to help us communicate our brand in the UK, and I’m pleased to confirm it will play a central role in our brand marketing activity in 2013. Following a strategic review, we will also be assessing several additional new partnership and media opportunities which could help us to highlight our brand in 2013 to consumers and business customers alike.'
Editor: Graeme Neill