Orange has appointed The Russell Organisation (TRO) to handle its Channel support programme for this year. The programme will result in the marketing communications agency handling 40 events.
TRO won the contract after a five-way pitch that included Fold Seven, Navy Blue, The Bank and the last agency to work with Orange, Communique Promotions.
The programme is a two pronged attack,' said TRO director Tom Gentle.
'There will be business-to-consumer activities at a series of outdoor events including county shows. We will also be doing business-to-business activities aimed at small to medium enterprises (SMEs). This has not been finalised yet, but we expect it to involve roadshows and seminars.'
The Channel support programme is focusing on connections and is about 'quality not quantity'. The first events will begin in May and conclude in October. The TRO contract is just for this year but Gentle added that the agency 'would love to work with Orange in the future'.
Meanwhile, Orange has continued its 'Enjoy music on campus' tour throughout UK universities. It has linked up with the National Union of Students and turns student unions into clubbing venues.
Six dates were held last year and the events coincide with its 'Orange on Campus offer', which is aimed at giving students discounts. The tour will cover 40 dates in total including Liverpool, Sheffield and Warwick.
See Showcase, page 26.