BTCellnet is to tap into the lucrative student market by becoming headline sponsor of the first Ministry of Sound tour of UK universities.
The Annual Tour 2000 will take place between October 19 and December 8 and will involve the superclub visiting 15 universities across the country.
BTCellnet will use the sponsorship to promote its Pay & Go pre-pay mobile phone service among the key youth audience.
As well as being involved in the tour, BTCellnet will be promoted through Ministry of Sound media channels, including its website, the Ministry magazine and The Annual – a series of compilation CDs.
BTCellnet head of pre-pay marketing Grahame Riddell says: “Ministry of Sound has a great heritage with an audience to whom we are keen to communicate the benefits of our Pay & Go mobile Internet phones.”
Ministry of Sound director of strategic brand partnerships CM Harper says: “Through new technology and dance music we aim to build an aspirational vehicle to deliver a consistent multimedia and through-the-line marketing solution for both companies.”
Philips is also supporting the tour to promote the launch of its pre-pay WAP (wireless application protocol) handset – the Philips Azalis.
BTCellnet is the UK’s second largest mobile phone operator after Vodafone, with just over 8 million users. The Ministry of Sound, based in London, also operates its own production company, record label and clothing line.