Thomson backs Nectar deal with comms push

A Thomson Directories product story

Edited by the Marketingweek Marketplace editorial team May 2, 2008

Thomson Local has announced that it is to launch a multimillion-pound communications drive, including a national TV campaign, in support of its Nectar partnership.

The local business search company extended its Nectar offering to its online directory ThomsonLocal.com in April and aims to increase awareness of the offer to drive usage both in its online and print directories.

In addition to the TV adverts, Carat Sponsorship aided Thomson Local in securing a deal with UKTV Style and UKTV Drama, which will see the company sponsoring the 'Home Sweet Home' and 'Dead on Nine' strands.

The campaign, which has been created by Communicator with media planning and buying by Carat, will initially be supported by press ads and a direct mail programme to Nectar card holders.

Jill Pringle, Head of Marketing, Thomson Local, said: "The Thomson Local Nectar partnership has been rolled out across the country; 22 million households now have a Thomson Local print directory offering Nectar points.

"Extending Nectar online is a natural progression and we are able to maximise our marketing spend by launching a national communication campaign.

"No matter how people search for a local business, Thomson Local is the only directory that rewards people with Nectar points, for calling.

"The proposition is one that is unique to Thomson Local in the business search industry, and by driving usage we will provide better return on investment to our advertisers".

Chloe Ellis, Managing Director, Communicator, said: "The Nectar partnership is a unique proposition, setting Thomson Local apart from its competitors.

"It was therefore vital for the creative treatment to be straightforward and tightly focused on the strong consumer benefit".

Neil Jones, Managing Director, Carat, added: "This acts as a confident statement of intent by Thomson Local.

"The TV campaign will build on the momentum of last year's regional communication roll-out and with targeted local activity, will generate real cut-through.