The six-week campaign begins today (Tuesday) and consists of one-page advertorials designed to build on The Carphone Warehouse's current Big Brother 7 sponsorship message: "If you want star treatment, come to The Carphone Warehouse".
The advertorials will feature a different Big Brother 7 star each week and the mobile phones that might suit them. Readers will also be offered the chance to win a "star treatment" experience, including a Hummer limo trip to London, a champagne lunch and private studio recording session.
Rob Tomalin, head of strategy at Emap2, said: "Heat is incredibly popular with The Carphone Warehouse's current target market, particularly during the Big Brother season, with its exclusive and extensive editorial coverage of the show."
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