The Daily Telegraph has broken new ground in promotions by teaming
up with Northern Electric to offer readers discounts on gas and
electricity bills as the industries deregulate.
The promotion, which is being run by Telegraph Enterprises, is open to
readers in Scotland and the North of England, and will be rolled out
nationally as deregulation occurs region by region.
Andrew Collyer, marketing manager of Telegraph Enterprises, said: ’The
benefit to the Daily Telegraph is building the relationship with our
readers and helping them through the maze of deregulation. It’s not a
usual newspaper reader offer but it’s a major element in readers’
household expenditure.’
He added that it was an important alliance from Northern Electric’s
perspective because it is anxious to build a customer base beyond the
traditional boundaries. Teaming up with a national player such as the
Telegraph was vital to extend its brand, Collyer said.
The promotion will be backed by a direct mail campaign in mid-November
and advertising in the Scottish Telegraph, tying in with the
deregulation of gas in Scotland, Durham, Northumberland, Tyne & Wear and
Cleveland next month. Electricity deregulation will begin in April and
is scheduled to be completed by the end of September 1998.
Readers can gain savings of around 25 per cent on their fuel bills if
they sign the Telegraph’s and Northern Electric’s application form,
which confirms Northern Electric as their fuel supplier.
Jeremy Deedes, managing director of the Telegraph, commented: ’We
believe we are pioneers among newspapers in using our brand to establish
partnerships with other market leaders for the benefit of our readers.’
