Carat Sponsorship Brings Va-Va-Voom To Kiss Listeners
Carat has secured Renault Clio as the exclusive six-month sponsor of Friday Night Kiss in a deal designed to bring a slice of ‘va-va-voom’ to the station’s core 15 to 24 year-old youth audience.
The deal centres around a bespoke programming strand comprising a daily 60-second entertainment round-up presented by flagship Kiss DJ, Bam Bam. It also includes a specially created online regional entertainment guide available at www.kiss100.co.uk
The initial activity will be supported a series of promotions over the course of the sponsorship offering listeners the chance to win a special ‘va-va-voom’ weekend courtesy of Renault Clio including flights to Paris, spending money and tickets to a premiership football game.
There will also be a range of on-air trails and credits throughout the Friday Night Kiss show, which is broadcast across the UK on a range of Emap-owned stations including Kiss 100 London, Kiss 100 Digital and the entire Big City Network
The deal was negotiated by Laura Brown, sponsorship executive at Carat, who said: “We have worked closely with Emap to produce this sponsorship opportunity that not only delivers our target audiences effectively but communicates va-va-voom with this upbeat and young show.”
The latest RAJAR results for the three months to December show that Emap’s flagship Kiss 100 is losing valuable ground in its battle for London listeners. The station suffered a 14.5% year on year decline in weekly reach to 1,381,000, despite a £1.8 million advertising campaign targeting its core youth audience (see Emap Rolls Out Live Sexy Campaign To Promote Kiss).
Last month Carat secured Diageo as the exclusive sponsor of Virgin Radio’s on-air entertainment guide, which will be used by the drinks manufacturer to promote the recently launched Baileys Glide brand (see Virgin Radio Slips In Sponsorship From Baileys).
Carat: 020 7430 6000 www.carat.com
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