LBC Secures Deal To Promote Singapore Tourism Board
Chrysalis Radio’s London-based LBC 97.3 FM has secured an exclusive six-figure advertising campaign to promote the Singapore Tourism Board throughout March.
The deal will see the LBC produce and broadcast a range of on-air promotional activity to include an on-air prize give-away promotion, advertorials and a series of live reports from Singapore.
The campaign begins with a week-long promotion during Drivetime with Henry Kelly. Listeners will be given the chance to win a holiday to Singapore, with flights from Singapore Airlines and accommodation at the luxury Raffles Plaza Hotel.
As part of the promotion, LBC 97.3 FM’s arts correspondent, Angela Rippon, will record a one-off Roving Travelogue to be broadcast on Sunday. The station will also produce six co-branded to be aired over a two week period from 22 March.
Commenting on the initiative, Any Moore, account manager in Chrysalis Radio’s sponsorship and promotions division, said: “We’re delighted to welcome the Singapore Tourism Board to LBC 97.3 FM for the very first time. With such a wide and unusual variety of promotional activity, we have no doubt that this debut campaign will successfully promote Singapore as a ‘must-go’ destination for tourists.”
Miles Murphy, chief executive of Perspectives Red Cell, the agency behind the campaign, added: “We have created this multimedia promotion to highlight the many cultural and leisure attractions Singapore can offer and we are delighted to be working with LBC and Angela in support of the programme. With a creative mix of advertorials, competitions and travelogues, the promotion gives the Singapore Tourism Board a real opportunity to bring Singapore to life on-air”
The latest RAJAR results for the three months to December 2003 show that LBC 97.3 FM saw its weekly reach increase by 18.9% year on year to 573,000. The station has been working to improve its line up with the addition of former BBC royal correspondent, Jennie Bond and former Five Live presenter Fi Glover (see LBC Raids BBC For New Presenters).
However, sister station, LBC News 1152 proved less fortunate during the same period with weekly reach declining by 9.5% to 341,000 as listeners turned away from its mix of round the clock news, views and information for London.
Chrysalis: 020 7221 2213 www.chrysalis.com
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