British Gas has signed a sponsorship deal with London listings magazine Time Out as part of its energy efficiency awareness drive which aims to encourage consumers to cut waste.
The Time Out sponsorship will include advertorials under the banner “Green Scene” in the news section of the magazine, as well as a presence on the Time Out website, and e-mail marketing. The advertorials will launch in an issue featuring a supplement on sustainability in the capital.
The deal is part of a nationwide above- and below-the-line campaign for the utilities company, which kicked off on Monday. The “save a billion” campaign, aims to encourage consumers to reduce energy waste by £1bn.
British Gas ads will show consumers how to cut bills by making changes to their routines. The campaign drives people online to fill in an Energy Savings Report to show how changes translate into savings.
It is understood to be the first time that the London-based magazine has accepted sponsorship in its “Reporter” news section.
British Gas Residential Energy head of marketing Andrew Reaney says the company is “totally committed” to helping customers improve energy efficiency and save money on bills.
He adds: “Londoners are very environmentally aware and biased towards ethical buying. This partnership provides the perfect vehicle for reaching our target market.”
The deal has been negotiated by media agency Carat.