Comet is to run integrated activity across The Times and its listings title The Knowledge. The six-figure campaign is designed to educate consumers about new technologies such as HDTV.
Activity includes tactical placements in The Times and a coverwrap of The Knowledge, which is published on Saturdays. The coverwrap includes a competition to "win a home stadium".
Further activity in May will include ads and advertorials planned around football fixtures to capitalise on the World Cup build-up. Ads will run opposite TV listings.
The deal was negotiated by Joanna Pitt from the Times Newspapers development team and Chris Arnold at ZenithOptimedia.
Claire Myerscough, the development director of Times Newspapers, said: "The Knowledge is read by more than 1.5 million people every week. Together, the coverwrap and The Knowledge offer an extremely powerful communications tool."