Telegraph In Two Way Sponsorship Deal With Vauxhall
The Daily Telegraph and Vauxhall have struck an unusual two-way sponsorship deal that will allow each party to run marketing activity on the other’s platform.
The deal will see the Daily Telegraph become a major sponsor of Vauxhall’s VX racing team, which is competing in the British Touring Car Championship due to be broadcast on ITV1.
The Daily Telegraph is making a substantial investment in the team and will receive branding on the racing cars, the drivers’ suits, the pit crew uniforms, the team truck and in the pit itself.
The newspaper will also get access to the drivers for hospitality and promotional activity, including pit tours for competition-winning readers.
In return, Vauxhall will sponsor a range of promotional features linked to the Daily Telegraph’s coverage of British Touring Car Championship. The newspaper’s coverage of the event will include a special broadsheet pull-out, ads in the paper and point of sale posters in thousands of newsagents.
Richard Selby, a strategic planner at the Telegraph Group, commented: “This is an interesting example of how the sales side of our business can drive brand activity for The Daily Telegraph. At the same time we have constructed the deal to bring revenue in from Vauxhall by creating a tailored editorial BTCC package in the paper.”
The Daily Telegraph recently launched its largest ever outdoor ad campaign, as part of the second phase of its brand campaign to drive readership of the recently revamped broadsheet (see Daily Telegraph Launches Biggest Ever Outdoor Campaign).
According to its recent full year results, revenues at the Telegraph Group fell by almost 5% in 2002 as worsening advertising conditions and falling circulation continued to impact on turnover (see Telegraph Fails To Arrest Revenues Decline).
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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