Capital Goes Soft With Comfort Sponsorship Deal

Capital FM has secured a deal to promote fabric softener brand Comfort Vaporesse through a series of sponsored radio campaigns across its network.

The advertising activity will run across all mid-morning shows outside of London, including Hampshire, Sussex, Kent, Oxford, Birmingham, Wales and Central Scotland.

The campaign will feature a competition offering listeners the opportunity to win a year’s worth of free cleaning. It will also include an online element, with a special questionnaire into ironing habits, based around the theme of “ironing addiction”.

Capital claims the ads have been specially targeted around the mid-morning slots because RAJAR data proves that there is a heavy listenership to the FM network amongst housewives between 10am and 1pm. The latest RAJAR data for the second quarter of 2003 will be released at 10.30am tomorrow.

Fatim Kesvani, brand executive at Comfort, commented: “Music plays an essential part in motivating yourself to complete household chores, especially when ironing. And with Capital’s mix of popular chart music and well loved classics it seemed the perfect partner.”

Comfort Vaporesse recently secured a six-figure deal with Opus to sponsor Sunday programming on Classic FM, as part of a wider initiative to promote its brand through commercial radio stations (see Opus Secures Comfort For Classic FM Sponsorship).

Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk

Recent Radio Stories from NewsLine Watchdog Shines On Sunrise Radio’s Mean Country Bid Clear Channel Boss Hits Back At Capital Radio Dyke Warns Against Regulatory Free For All

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left