As we approach this year’s Comic Relief appeal, BT broadband has stolen a march on many competitors by sponsoring a celebrity climb of Mount Kilimanjaro. The BT Red Nose Climb will see the company cover the cost of the celebrity climb and BT broadband has also committed itself to paying £65 for each and every broadband sign up from a comic relief mini website.
This is a very interesting and fairly unique way to advertise BT’s broadband service but one which is sure to get maximum exposure on the night and across the media in the days and weeks to come. The company is sure to receive substantial interest from the micro site and while the £65 payment will swell Comic Relief coffers substantially, it will also allow BT broadband to sign up customers for the longer term.
While no figures regarding its sponsorship deal have yet been released it should prove a very cost-effective and lucrative way to get the BT broadband name out into the mass market again. This comes at a time when the company has committed itself to billions of pounds of investment into the U.K.’s forthcoming fibre-optic network which will substantially increase broadband speeds available throughout the country.