RADIOWATCH: Vodafone sponsors Classic FM as part of WAP service launch

Vodafone has signed a six-month, pounds 300,000 sponsorship and multi-media promotional deal with Classic FM.

Vodafone has signed a six-month, pounds 300,000 sponsorship and multi-media promotional deal with Classic FM.

The deal, Classic FM's biggest ever, combines on-air sponsorship, airtime and special promotions, internet and WAP activities, magazine advertising and branding, below-the-line marketing and PR. It also gives Vodafone exclusive branding rights to Classic Events, the station's extensive guide to classical and arts events around the country, both on-air and on its new WAP mobile phone service.

Vodafone's commercial managing director, Paul Donovan, said the deal would 'build and maintain awareness of Vodafone products and services among Classic FM's audience'. He said the new WAP service would be both 'innovative and useful'.

The service, entitled 'Let the arts world come to you', is the first of its kind for GWR's Classic FM. It allows Vodafone customers to obtain information and reserve tickets for events online, via their mobile phones.

Vodafone will provide advertising to promote its generic services, together with live promotions during specific shows. The telecoms giant will receive branding and a click-through link to its site within the Classic Events page of Classic FM 's web site, as well as the use of its logo in the calendar section of the glossy monthly Classic FM magazine.

The deal is the second big sponsorship contract signed by Classic FM in the past two months. In September Sara Lee-owned Badedas announced a six-month, pounds 200,000 association with the station's weeknight evening concerts. The station is also considering taking the brand onto TV for first time next year, with a programme intended to compete with programmes on Arts World part owned by Guardian Media Group.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message