CELADOR INTERNATIONAL PARTNERS WITH TEQUILA\ TO INCREASE PROMOTIONAL USE OF WHO WANTS TO BE A MILLIONAIRE? BRA

Celador International, the company responsible for licensing and marketing opportunities for the quiz show Who Wants To Be A Millionaire?, has partnered with TEQUILA\ to find brands to link up with in digitally focused third party promotions.

PRESS RELEASE

April 22, 2003

CELADOR INTERNATIONAL PARTNERS WITH TEQUILA\ TO INCREASE PROMOTIONAL USE OF WHO WANTS TO BE A MILLIONAIRE? BRAND

Celador International, the company responsible for licensing and marketing opportunities for the quiz show Who Wants To Be A Millionaire?, has partnered with TEQUILA\ to find brands to link up with in digitally focused third party promotions.

The deal comes as TEQUILA\ London launches its new division of TEQUILA\ Entertainment Partnerships.

The division has been set up specifically to increase promotional use of entertainment brands. Celador International is its first client, and TEQUILA\ EP will look after the Who Wants To Be A Millionaire? brand, as well as the potential to offer Celador Internationals portfolio of other programmes which it represents, including Boys and Girls, currently being screened on Channel 4.

TEQUILA\ worldwide chairman and president Tom Wass said: This new division moves away from the typical agency model and offers brands the chance to further enhance their profile. In these tough times this should produce an additional revenue stream for all concerned.

The point of difference for TEQUILA\ EP will be the use of a promotional framework that can greatly reduce the cost of a Millionaire promotion. SMS, Internet and interactive voice response (IVR) mechanics will offer the sponsor a chance to actually generate revenue as a result of a promotion, while achieving the objectives of the brand.

TEQUILA\s Wass added: Celador International were looking for an agency with the expertise to enhance this brokering service. The normal agency model is just too costly, so we came up with a solution to find suitable brands by providing the contacting strategy, promotional concepts by sector, and sell-in expertise among other services."

Celador International brings to the partnership its proven Millionaire products, which generate real revenues everyday around the world. For example its ‘Pay Per Play Internet game has now been launched in over 10 countries globally. The game won the ‘Best Game Award in the NMA Awards 2002. The SMS version of the game, accessible to over 140million subscribers in the world, won ‘Best Consumer Wireless Application or Service at the GSM World Congress 2002 – the Oscars of the wireless world. Finally, the IVR game is about to launch in mainland Europe.

SMS will be a key mechanic used with the Who Wants To Be A Millionaire? promotions. Celador International commercial and marketing manager (digital) Megan Goodwin said: By using our globally recognised programmes, brands can look forward to strongly enhanced recognition. We feel that SMS in particular will help reach the target audience in a direct and targeted manner, and generate revenue back to the sponsor.

We chose TEQUILA\ EP to handle our third party partnerships because they demonstrated they had the right combination of brand experience and a wealth of suitable past and present clients and contacts. They also proved that they can deal with the kind of brands we would like to be seen in partnership with, and are looking forward to some interesting link ups."

Of particular benefit to brands aligning themselves with a TEQUILA\ EP client will be the shared return on investment. TEQUILA\ EP will also be looking to represent a variety of clients in the future; offering brands a wide portfolio of clients to partner with.

Editors Notes
TEQUILA\ London
TEQUILA\ London is one of the UK's top 5 agencies and, last year, it
celebrated its10th anniversary. Part of the global TEQUILA\ network of 36
offices in 25 countries, it is a member of the Omnicom group and partnered
worldwide with TBWA\.

TEQUILA\ London create campaigns that drive responses by seamlessly
combining direct marketing, sales promotion and sponsorship techniques,
online and offline, to connect clients with customers.

To do this, it creates bespoke client teams from its pool of account handling, creative, data, sponsorship, digital and planning specialists.

The agency works strategically with a wide range of blue chip clients including: Visa, HP, Barclays, adidas, Grand Marnier, The One account and CNBC.

Imaginative, provocative, multi-disciplinary, media-neutral: TEQUILA\

Celador International
Celador International was established in its current form in 2000 to exploit television formats on and off screen around the globe. Its most recognised format is the global phenomenon ‘Who Wants To Be A Millionaire?, which is licensed in over 100 countries and has spawned over 130 consumer products, setting the creative and commercial benchmark that is the envy of the world.

In addition, Celador International has created other well-travelled formats such as ‘The People Versus, the ‘Brainiest series and ‘Winning Lines. With its expertise and reputation in global brand exploitation, marketing and multimedia activity, Celador International seeks to replicate this success with a handful of world-class formats for selected third parties.

Ends

For further information please contact:
Kelly Lloyd Watson or Amy Pemble at KLW Communications on 020 8762 0896
Kelly@klwcom.com or Amy@klwcom.com

or

Clare Stewart at Celador International on 020 7845 6877 or cstewart@celador.co.uk