Ferrari Revs-Up With Sky Plus Breakfast Sponsorship
Chrysalis Radio has secured Sky Plus as the first every sponsor of Nick Ferrari’s breakfast show on London-based LBC 97.3 FM, as part of an ongoing £20 million campaign to promote the personal video recording service.
The sponsorship will begin in mid-April with a week of on-air breakfast promotion and will run for a three month period using the strapline from the current above-the-line campaign: “Sky Plus, Create Your own TV Channel.”
The initial activity will be supported by a two-month airtime campaign spanning London’s Heart 106.2, 100.7 Heart FM in the West Midlands, Yorkshire’s Galaxy 105 and LBC 97.3 FM. An airtime advertising campaign will also run across the Real Radio Network and London’s Jazz 102.2.
Listeners to the Nick Ferrari show will be given the opportunity to win a Sky Plus box, 12 months subscription to Sky digital and a home entertainment system, by guessing which three television programmes are stored on the host’s Sky Plus planner. Other on-air activity to run throughout the campaign will include live reads and sponsor trails.
Commenting on the initiative, Chrysalis Radio’s sponsorship and promotion account manager, Clare Patterson, said; “We are delighted to have Sky Plus as our first sponsor of Nick Ferrari at Breakfast on LBC 97.3 FM. The sponsorship provides the perfect vehicle for BSkyB to remind listeners of the many benefits of Sky Plus, as well as reaching a previously untapped market.”
Charles Ponsonby Sky’s marketing director, added “LBC listeners are exactly the kind of audience we are aiming to reach in this latest phase of our Sky Plus advertising strategy. Past experience shows radio activity is a great way of communicating the benefits of Sky Plus in an engaging way.”
Chrysalis Radio Interactive has also created an online campaign that will include a bespoke microsite to reflect the on-air activity, with Sky Plus branding and click-through facility to the www.sky.com/skyplus website where users can purchase Sky Plus online.
The radio sponsorship is part of BSkyB’s integrated through-the-line campaign to use Sky Plus to drive its subscriptions towards the target of eight million by the end of 2005. The television activity launched last October with a series 40-second spots in which a variety of unlikely celebrity couples demonstrate how Sky Plus transforms television viewing (see BSkyB Launches £20 Million Campaign To Promote Sky Plus).
The latest RAJAR figures for the three months to December 2003 show that LBC 97.3 FM saw its weekly reach increase by 18.9% to 573,000, up from 482,000 in the same period the previous year. However, sister station LBC News 1152 fared less well with a 9.5% decline during the same period to 341,000.
Chrysalis: 020 7221 2213 www.chrysalis.com
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