Opus Secures Comfort For Classic FM Sponsorship

Opus has secured a six-figure deal with fabric softener brand Comfort Vaporesse to sponsor Sunday programming on Classic FM.

The year-long deal breaks at the end of July and includes a number of slots that will run at strategic times throughout the day to the station’s 6.9 million listeners.

The promotion will use the strapline “Comfort Vaporesse makes ironing a dream” and will seek to position Sundays as the ideal day to do the weekly ironing.

The sponsorship agreement will also include a special online promotion on Classic FM’s website,

Commenting on the new deal, Fatim Kesvani, brand executive at Comfort, said: “We know people day dream when they iron and relax to Classic FM, so it seemed the perfect area to explore. The fit here was obvious as people use Vaporesse ironing water, listen to the radio and day dream, all of which make ironing more enjoyable.”

Recent research from Opus revealed that listeners to Classic FM respond better to advertising than their pop music counterparts (see Classic FM Listeners Respond Better To Ads).

The latest RAJAR data for the first quarter of 2003 shows that Classic FM has seen its weekly reach increase by 0.5% year on year to 6,872,000. All eyes will be on the station next week when RAJAR figures for the three months ending in June 2003 are released.

Opus: 020 7518 2642 www.opusonline.co.uk

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