Emap Signs Lastminute For Freeview Radio Sponsorship

Emap Advertising has secured a six-month deal to see online holiday firm lastminute.com sponsor its digital radio portfolio on the Freeview platform.

The campaign will see Heat, The Hits, Smash Hits, Kiss, Magic, Q, Mojo and Kerrang showcasing a range of lastminute holiday and lifestyle offers on screen, while playing the stations through listeners’ televisions.

The exclusive partnership will also enable listeners to access lastminute promotions via the red button on their remote control. Promotions will be tailored for each station, according to their respective brand profile.

The campaign, brokered by Cross Media Solutions group account director, Rob Tomalin, and head of mobile and IDTV at lastminute, Matt Jerwood, builds on the success of Emap’s existing interactive radio products. The broadcaster launched red button services on its radio services in October 2003, enabling enhanced screen services for its radio channels with multiple pages of information.

Explaining the significance of the deal, Tomalin said: “Freeview has revolutionised how radio listeners consume the output of their favourite stations. This highly tailored activity with lastminute.com across Emap’s full digital radio portfolio maximises the potential of these strong radio brands while offering listeners exclusive content to browse while consuming their preferred channel.”

Matt Jerwood added: “We are delighted to partner Emap in this ground-breaking initiative. Research shows a huge proportion of people listen to radio via their Freeview boxes and there’s evidence to suggest many would interact with the screen whilst listening, so why not offer them the opportunity to take advantage of some of our best deals.”

The latest data from Ofcom shows a record 31.7% of adults having listened to radio via their televisions, a number which was risen steadilly over the past few years and shows no sign of slowing.

Emap: 01733 568 900 www.emap.co.uk