The Guardian is tying up with Cellnet to launch the newspaper’s biggest promotion to date. It is for the network’s GlobalRoam service, which enables UK travellers to use their phones in North America.
The six-week promotion, The Big Trip, will be launched by a supplement, running for two weeks and featuring editorial and advertorial.
Two double pages of editorial will feature a reportage by journalist Marcel Theroux, who has spent 15 days travelling around the US with a camera and a mobile phone.
The Big Trip supplement will appear on May 10 and 17. In the following four weeks, a Cellnet sponsored column will run in the Weekend Guardian magazine.
Guardian sponsorship manager Mary O’Hara says: “This is the way we are going with promotions – offering clients our full range of promotional tools – in this case a supplement, advertising promotion and in-paper sponsorship.”
On June 7, The Guardian will carry two extra supplements: an A5 Musical Festivals Guide, sponsored by Virgin Megastores and “Wayward Girls, and Wicked Women”, sponsored by publishing house Virago to mark the launch of a new series of books.