Mobile phone company Orange continues its association with film by sponsoring Cinemascope, Oneword’s weekly film review show.
Orange is keen to continue the association it has built up with film – started by the “Orange Wednesday” promotion. The deal with Oneword allows Orange to extend its film association to the world of digital radio.
Oneword Radio is a DAB digital radio station dedicated to books, film, plays and comedy. Channel 4 recently acquired a 51% stake-holding in the station, giving the potential for future cross promotion ? an opportunity Orange recognises.
Media Agency Initiative, which brokered the deal, believes both Oneword and Orange will benefit significantly. Head of Radio, Jonathon Barrowman, said, “Orange gets an exclusive ad-free environment in which to develop brand communication, and Oneword gets association with customers of the most dynamic mobile phone brand in the country”.