Capital Signs Thorpe Park For Bacon Sponsorship

Capital Radio has secured Thorpe Park as the six-figure sponsor of its drive time show, fronted by Richard Bacon, for the six months from 13 March to 8 September.

The deal will see the theme park receive coverage on the show’s “Friday Feature,” two drive time promotions and two outside broadcasts.

Aired between 5pm and 8pm, the Richard Bacon Show will also see outdoor activity, with Capital Radio’s land cruisers roaming the streets loaded with Thorpe Park tickets three times throughout the six month campaign, as well as the station sporadically giving away tickets to listeners through phone-ins.

Online activity is also included in the deal, with Thorpe Park branding appearing on the show’s website pages at www.capitalradio.com, with further opportunity for free tickets online.

Explaining the promotion’s significance, Carolyn London, head of marketing at Thorpe Park, said: “Our brands compliment each other and we are confident that this partnership will enable us to talk directly with our core audience and turn listeners into visitors.

“Our communications objectives will be easily met by the show, by conveying our breadth of offer through features and promotions. We’re looking forward to a successful partnership that helps us to accomplish our re-positioning of the Thorpe Park brand within one of our key target audiences”.

The promotion will give Thorpe Park exposure in the run up to, and throughout the first part of the Summer, with Nadine Fragosa, sponsorship and promotions group head at GCap Media welcoming the move. “We’re really excited to have Thorpe Park as a key partner on the station,” she said. “Over the coming summer months we plan to be out and about seeing more Londoners and have found the perfect partner in Thorpe Park.”

Radio partnerships and sponsorship have proved successful for Thorpe Park in the past, with the leisure firm previously working with Emap on an exclusive Halloween promotion (see Emap Signs Theme Park Partnership For Halloween).

GCap Media: 0207 663 7000 www.gcapmedia.com