Orange positions film in centre of brand partnership focus as it drops other sponsorships
Orange has announced that it will position film as central to its brand partnership focus for next year, signing sponsorship partners including BAFTA.
Orange already has several film initiatives, such as the Orange Wednesdays 2-4-1 cinema ticket offer and its Gold Spot cinema advertising, with deals signed to continue these through 2013.
Orange is also the current headline sponsor of the British Academy Film Awards, and through this partnership has its own Orange Wednesdays Rising Star Award - the only award to be voted for by the public that is presented at the ceremony.
Spencer McHugh, director of brand for Orange UK, 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.”
However, as the company expands in the film arena, other sponsorships are being brought to a close, such as the Women’s Prize for Fiction, which it has partnered with for 17 years.
Orange’s five year partnership with the RockCorps Collective will also cease at the end of this year, as well its 11 year sponsorship of the National Business Awards.