T-Mobile sends out 500,000 Euro 2004 booklets from TMW

Tullo Marshall Warren has developed a direct marketing campaign to promote T-Mobile's sponsorship of the Uefa Euro 2004 tournament.

The mobile phone operator is sending a mail pack, containing a booklet about special Euro 2004 services, to 500,000 England fans.

The mail-out, in the form of a referee's book, includes match times, venue details and team facts. It also lists the Euro 2004-branded content and services, which are part of the mobile operator's T-Zone offering.

Recipients have the chance to win an inclusive package to one of the matches if they sign up before 23 June.

Red and yellow cards, which can be waved at the referee during a match, have been slotted into the front and back pages of the booklet.

Sandy Munro, the director of marketing at T-Mobile UK, said: "TMW has created a campaign that engages with both football fanatics and fair-weather England supporters."

The mailing was art directed by Sedaka Charles and written by Will Brooks.

Rob Carter, a senior account director at TMW, said: "The ref's book is a powerful football icon and perfect for containing vital information on Uefa Euro 2004. Our intention was to create an engaging and durable format that sports fans will find fun to use."

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