Jazz FM Takes Off With Business Bulletin Sponsorship

Jazz FM in the Northwest has secured Continental Airlines to sponsor its daily business bulletins.

The initial three-month deal begins on 26 January after a trial period provided a favourable response for the airline, which has not previously used radio to market their brand.

The sponsorship in the Northwest of England allows Continental Airlines to target the much sought after market of business travellers in the region. The airline is promoting its daily flights from Manchester to New York until the end of April.

The business bulletins run three times a day every weekday on the station and are intended to update listeners on all the latest city, finance and business news.

Commenting on the deal, Jazz 100.4 Fm’s managing director, Roy Bennett, said: “We are delighted that Continental Airlines have decided to use radio to target their audience. Jazz FM enables them to hit the business market perfectly and we hope our relationship will continue throughout 2004.”

The latest RAJAR data for the three months to September 2003 reveals a positive period for Jazz 100.4 FM, which saw its weekly reach increase by 17.4% year on year to 351,000, up from 299,000 in the same period the previous year.

Earlier this year Jazz FM in London secured its first ever deal with Norwich Union Healthcare to sponsor Nicky Horne’s Sunday morning show, in an agreement which highlights a variety of health campaigns throughout the UK (see Jazz FM Secures Norwich Union For Sponsorship Deal).

Guardian Media Group: 020 7278 2332 www.gmgplc.co.uk

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