McDonald’s Renews Virgin Breakfast Sponsorship

McDonald’s has renewed its sponsorship of Virgin Radio’s breakfast show for a further 12 months, in a deal worth £750,000.

The new sponsorship deal will extend McDonald’s presence beyond the breakfast show to programmes in other day parts. In-store promotions will run alongside the on-air activity to promote new McDonald’s product launches.

The renewed agreement will also include cross-media activity with SMG-owned cinema advertiser’s Pearl & Dean and outdoor contractor,Primesight.

The new sponsorship coincides with the recently launched breakfast show, which will be presented by drivetime presenters Pete and Geoff. The duo moved into the slot at the beginning of January, replacing Daryl Denham who moved to the drivetime slot.

The deal was negotiated by Stewart Easterbrook at Starcom Motive and Vicki Connerty from Virgin Radio.

Easterbrook, commented: “Virgin Radio has worked hard to provide a host of fresh ideas for the sponsorship in 2003 and we’re pleased to be able to start the new year with a brand new sponsorship deal and a brand new breakfast show.”

Earlier this month Virgin Radio announced that its sales director, Mark Swift, had left the group after two years (see Virgin Radio’s Sales Director Departs After Two Years).

Virgin Radio: 020 7434 1215 www.virginradio.co.uk Recent Radio Stories from NewsLine Wireless Group Appoints New Business Development Director Chrysalis Re-Launches LBC On FM Wavelength World’s First Portable Digital Radio Unveiled

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