Bose Sound Systems To Sponsor Classic FM Movie Show

Opus Manchester has secured a wide-ranging deal with sound system specialist Bose to become the multi-platform sponsor of Classic FM at the Movies.

The sponsorship, designed to promote the new Bose lifestyle system, begins on 4 October for eight weeks and includes on-air trails and exposure through Classic FM’s television, online and magazine properties, as well as specially branded CDs.

Commenting on the deal, Opus Manchester regional director, Phil Parkinson, said: “Bose don’t just make hi-fi. Classic FM is not just a radio station. They are genuine lifestyle brands. This is a perfect brand fit and has all the hallmarks of a great campaign.”

Bose UK’s managing director, Phil Carpenter, added: “Bose and Classic FM are two brands that have an appreciation and love of music and they both share a commitment to ensure their audiences receive the highest quality. By working with Classic FM in this exciting multi-platform deal we look to increase awareness of these ideals and ultimately the number of Bose owners.”

Presented by broadcasting veteran, Simon Bates, Classic FM at the Movies airs on Saturday evenings from 6pm to 8pm. The programme showcases music from high-profiles movies and includes interviews, reviews and features on the latest film releases.

Earlier this week, Classic FM’s managing director and programme controller, Roger Lewis, announced that he is leaving the GWR-owned radio station at the end of this month to join ITV. Lewis, had been in talks with ITV for some time, but was unable to announce his decision to step down earlier because of the effect it would have had on merger talks between Capital and GWR (see Classic FM Loses Managing Director To ITV).

The latest RAJAR results for the three months to June 2004 reveal a relatively lacklustre performance for Classic FM, which saw its weekly reach decline by 1.2% year on year to just below the 6.5 million mark. However, the station recently promoted Giles Pearman to the role of marketing director as it gears up for the next stage of its million pound advertising campaign (see Classic FM Appoints Marketing Chief Ahead Of Ad Drive).

GWR Group: 020 7284 3000 www.gwrgroup.com

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