Gaydar Announces Six Weeks To Summer Sponsorship Deal

Internet and digital radio station, Gaydar, has announced its largest combined sponsorship deal, with the launch of Six Weeks to Summer, an on-air and on-line series of programmes showcasing issues surrounding fitness, nutrition and grooming.

Six Weeks to Summer will run throughout April, and is designed to directly tap into the lifestyles of the Gaydar Radio audience, whilst offering advice, progressive ideas and competition giveaways. The campaign draws together 11 different sponsors on both the radio and internet.

The programme will feature a unique strand whereby willing volunteers take part in a six-week challenge to reach pre-determined goals with a personal fitness trainer, testing various progressive treatments with results broadcast each week via interviews.

Commenting on the deal, Gaydar Radio station director, Jamie Crick said: “Gaydar Radio has quickly established itself as the most authoritative voice of the gay marketplace. Our recently published survey ‘Out Right: The Gay Consumer Index’ shows that of all those questioned that attend the gym, 47% attend two or three days a week, and average monthly spend on toiletries and cosmetics stands at £29.20.”

He continued: “Given these figures, our Six Weeks to Summer initiative represents a commercially beneficial opportunity for brand and product owners to directly reach a lucrative market of listeners who regard fitness and grooming as a high priority.”

At the end of last year, Gaydar Radio announced a £1.5 million investment programme in which will see the company bid for more licences, commission more live programming and launch its own sales division (see Gaydar Radio To Boost Investment By $1.5 Million).

The broadcaster’s new sales operation will be headed by former Opus executive Miles Hall with a brief to develop its offering and eventually become a sales point for other niche digital and internet radio stations.

Gaydar: www.gaydar.co.uk

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