Orange has hired Henry’s House to promote its substantial film
sponsorship programme, on an estimated budget of pounds 500,000.
The move is part of a renewed sponsorship drive at Orange, which has
boosted its in-house team and is looking for more sponsorship
opportunities in the hope of reaching a more mass market audience.
The mobile phone company hired Henry’s House from January 1998 to May
1999 to promote its sponsorship of the BAFTAs (now the British Academy
Film Awards), and has now appointed the agency to handle all its film
sponsorship PR in 2000.
As well as the BAFTAs, Orange runs a prize for screenwriting. Henry’s
House will advise on a variety of other promotions, which are likely to
be centred around film premieres and previews.
Corporate communications and sponsorship head Denise Lewis said: ’We are
looking for a number of opportunities and one of the objectives will be
to bring the Orange brand values to a more mass market audience.’
The mobile phone company’s two other principal agencies are Lawson Lucas
Mendelsohn for public affairs and Citigate Dewe Rogerson for financial
and corporate PR.
P Ginger Loveball Productions, a joint venture between Ginger TV and Zoe
Ball, has picked Henry’s House to promote its Tuesday night live
celebrity and music show, The Priory. The show is hosted by Ball and
Jamie Theakston, who is already a Henry’s House client.
