Mars-owned brand Tunes has signed a £1 million sponsorship deal with the EMAP Performance radio network. Targeting the youth market, the brand will use the strapline “Go Menthol in Ibiza” on dance music station Kiss 100 FM.
A new Saturday night dance show has been created to promote the brand, to broadcast weekly across the network from this weekend. Later in the year the deal will produce themed Tunes nights in UK clubs, with the chance to win trips to Ibiza, and network live broadcasts from the island, culminating in an Ibiza reunion party in London in November.
Andy Roberts, programme director at Kiss 100 said: “Kiss 100 have a solid route to hit the sought-after early adopters. We are focused on providing advertising solutions which work. We are looking forward to a successful and mutually beneficial promotion with Tunes.”
EMAP On Air: 020 7504 6000
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