BT to sponsor Celebrity Big Brother

BT is the sponsor of this year’s Celebrity Big Brother, which airs on November 20 for ten days. The aim of the sponsorship is to encourage take-up of broadband Internet access and viewers will be encouraged to visit the broadband Big Brother site to watch the show, view previous highlights and get gossip on the show as it happens. St Luke’s created the indents, which air before and after episodes of the show. These feature two characters, Barbarian and Granny, from BT’s ‘Broadband has landed’ campaign, which launched in October. The indents focus on the relationship between the characters. Media buying and planning was handled by The Allmond Partnership.

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