Currys signs deal with publisher for summer push

Currys has signed a three-month cross-platform deal with News International as part of a summer push for its electrical products.

The high street retailer will run a campaign based on the idea of the Great British Summer across a number of NI publications and websites, including The Times, The Sun and Thelondonpaper.

The campaign will promote products that it claims can make the summer better, such as portable DVD players, digital cameras and MP3 players.

Activity will launch this week across the newspapers, with a campaign website also going live.

The deal was brokered by media agency Walker Media, and marks the first time a brand has run a cross-platform campaign across the three titles.

A photography competition will also be run as part of the campaign, in association with Panasonic. Readers will be asked to submit images that best capture the British summer, with the winner receiving a £5,000 prize package of photography equipment.

Currys marketing director Anna Burleigh says the idea of using the British summer was particularly relevant this year with so many holidaymakers staying at home.

Currys owner DSG International, which also owns PC World, posted a £30m loss in its half-year results last November.

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