Carling Signs Xfm For 24-Hour Ad Takeover
GCap Media’s indie radio station, Xfm, has secured beer brand Carling for an exclusive advertising promotion, which will see the brewer roadblock its ad space for 24 hours to coincide with its Carling Live 24 music event.
The advertising takeover is a first for Xfm, which will back Carling’s advertising breaks with on-air promotions such as news-style advertorials, competitions and ticket giveaways. The station’s playlist for the day will also change to reflect the artists taking part in the Carling Live event.
Carling Live takes place in different London venues from 7pm on Friday 28 April to 7pm on Saturday 29 April, with bands due to appear including Kaiser Chiefs, The Ordinary Boys and Razorlight.
Over the course of the 24 hour event, Xfm DJ Alex Zane will interview all headline artists and introduce the main acts on stage, while Xfm news reporter Matt Everitt will interview supporting artists and recording further reports. Online activity is also included in the massive promotion, using Xfm’s website.
In the week after the event, Xfm will air a special one-hour retrospective, looking back on the best moments from Carling Live 24, featuring Carling branding throughout.
Welcoming the promotion, Xfm network program director, Andy Ashton, said: “Xfm is proud and very excited to be involved once again in this fantastic event from Carling. Carling Live 24 is even more exciting this year and the line up is second to none. The Xfm audience are very excited about it all and we are once again very grateful to Carling for putting on such a fantastic 24hrs of gigs.”
Simon Scullion, senior brand manager at Carling Live 24, added: “We’re very proud of our activities in live music, which range from summer festivals, including Carling Weekend Leeds and Reading to the Carling Academy venues and of course Carling Live 24.
“With 19 bands in 8 venues, we’re asking music fans to join us and give 24 hours of their life to live music. Carling Live 24 promises to be an incredible way of kick starting our summer long music programme.”
Xfm: 0871 222 1049 www.xfm.co.uk