For immediate issue
September 2, 2011
DOMINO’S UNVEILS RED OR BLACK? SPONSORSHIP CAMPAIGN
Domino’s, the pizza delivery expert, has unveiled its latest campaign for the sponsorship of ITV Studios and Syco show –
Red or Black? Focusing on the new Domino’s Gourmet Range, the campaign will run on television, online, mobile and
social media, as well as throughout Domino’s stores in the UK and Ireland.
Television idents will appear on ITV1 when Red or Black? launches on Saturday September 3, 2011, as well as on ITV
Player and within the Red or Black? mobile app. The idents, created by Big Communications, focus on the dilemma of
choice and hear pizza lovers deliberating between tasty looking close ups of the Rustica, Firenze and Florentine from
Domino’s Gourmet Range.
Domino’s sponsorship also includes activation within the ITV.com Red or Black? play along game being produced by
Gamesys for viewers to use during the programme. This will feature a click to buy link to Domino’s ordering website.
Creative has been produced by CHS Creative and will appear across a number of platforms. Domino’s Gourmet Range
banners and sponsor buttons will run on the ITV microsite with direct link to order pizza from dominos.co.uk. Local store
marketing materials include pizza box toppers, press ads, wraps and posters for Domino’s stores.
Domino’s sponsorship is bolstered with a special promotion offering people the chance to win a gourmet lifestyle. The
competition will run each night alongside the Red or Black? television show and give people the chance to win an
amazing trip to Las Vegas with five star luxury accommodation and £1,000 spending money. Entrants simply need to
register at itv.com/dominos and choose the colour red or black and which programme they wish to play along with. The
outcome of the spin of the Red or Black? wheel on television will then see entrants who chose correctly going through
to a nightly draw to be in with the chance of winning one of seven pairs of tickets for the gourmet lifestyle trip.
Red or Black? activity will also run on Domino’s UK Facebook page [www.facebook.com/DominosPizza], including
another way for pizza lovers to enter the gourmet lifestyle competition. Fans simply need to correctly guess the
outcome of a series of humorous video clips which will score them points. A leader board will list the day’s winners, who
each receive a Domino’s pizza party, and the winner of the gourmet lifestyle trip will be the person with the most points
overall.
Simon Wallis, sales and marketing director for Domino’s, said: “We are delighted to be continuing our sponsorship of
landmark television shows with this latest agreement for Red or Black? This is set to be the television event of the year
and our new campaign will really bring the partnership to life outside of our idents to capitalise on all platforms
associated with the show. This will enable us to reach not just television viewers, but also those playing along with the
show and engaging via mobile, social media and online at itv.com/RedorBlack? and dominos.co.uk.”
The sponsorship deal was arranged for Domino’s by Arena Media.
For more details or to order a pizza from Domino’s Gourmet Range, log onto www.dominos.co.uk.
-ENDS-
Notes to Editors:
Domino’s Pizza UK & IRL plc is the leading player in the fast-growing pizza delivery market and holds the exclusive
master franchise to own, operate and franchise Domino’s Pizza stores in the UK and the Republic of Ireland. The first UK
store opened in Luton in 1985 and the first Irish store opened in 1991. In April 2011, the Group acquired a majority
stake in the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in Germany.
As at 26 June 2011, there were 688 stores in the UK, Republic of Ireland and Germany. Of these, 543 stores are in
England, 47 are in Scotland, 28 are in Wales, 18 are in Northern Ireland, one is on the Isle of Man, one is a mobile unit,
48 are in the Republic of Ireland and two are in Germany.
Founded in 1960, Domino’s Pizza is one of the world’s leading pizza delivery brands. Through its primarily franchised
system, Domino’s Pizza operates a global network of more than 9,350 Domino’s Pizza stores in 70 international markets.
Domino’s Pizza has a singular focus – the home delivery of pizza, freshly made to order with high quality ingredients.
Customers in the UK can order online at www.dominos.co.uk and customers in the Republic of Ireland can order online
at www.dominos.ie. In addition, mobile customers can order by downloading Domino’s free iPhone and Android apps.
For more information, please contact:
The Domino’s Pizza Press Office
Domino’s Pizza Group Ltd
Tel: 01908 580654
E: pr@dominos.co.uk
Ref: DPGL/CM/493
Big Communications Ltd
Big is an award-winning full service agency with a reputation for creativity and smart thinking. Its services include
advertising, digital, sales activation, PR, strategic services and fully integrated brand campaigns. Big boasts an enviable
Client list including the ready-to-drink brand, WKD; pizza delivery company, Domino’s Pizza; and the leading retailer of
vitamins, minerals and herbal supplements, Holland & Barrett.
For further information contact Mike Phillipson on 0116 299 1144 or mike.phillipson@bigcommunications.co.uk
Big is part of the Mission Marketing Group plc, a growing AIM listed national marketing communications and advertising
group consisting of entrepreneurial, founder-led Agencies all around the UK delivering award-wining communication
campaigns.
The Mission Marketing Group plc has seven creative Agencies delivering digital, brand, marketing, advertising and full
service communications.
Each Agency has proven, long-term ability to help its Clients win. All boast incredibly talented people whose creative
business thinking and specialist knowledge complement those of their colleagues around the group. Between them,
they have an impressive track record of delivering tangible results for Clients.
Largely situated outside of central London, the Agencies include April-Six, Big Communications, Bray Leino, RLA, Robson
Brown, Story and ThinkBDW. Employing more than 650 people in 14 offices across the UK, the Group works with some
of the world’s leading brands and UK’s biggest names.