Telegraph strikes deal to reduce energy bills

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 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.’



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