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.


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