Dating Site Wins Heart For Perfect Partnership

Chrysalis Radio has signed a lengthy 12 month sponsorship tie-up with dating website DatingDirect.com, partnering to provide sponsorship of the evening show across the broadcaster’s Heart network.

The sponsorship deal, worth seven figures, will see DatingDirect build its brand and drive traffic to its web site.

Running across all three Heart stations, the campaign will receive airtime across London, the West Midlands and the East Midlands.

As well as sponsorship idents, DatingDirect will feature in bespoke evening programming, aired between 7pm and 10pm Sunday to Thursday, including dating feature ‘Love Links’ which will prompt listeners to visit the website to “find their perfect partner.”

Explaining the deal’s significance, Darren Richards, CEO and co-founder of DatingDirect, said: “We’re very excited about our continued relationship with the Heart network. It will build greater awareness of DatingDirect.com and give us the opportunity to reach out to even more singletons and further build our database across the regions.

Francis Currie, group programme director at Chrysalis, added: “This is a terrific new lifestyle feature for the Heart brand; entertaining our listeners, engaging with them about something that is both important and personal, and helping them to find their perfect partner.”

Last month saw Chrysalis unveil its expectations for the first fiscal half of the year, stating that it should meet targets thanks to an “encouraging” period of trading for its flagship station, Heart 106.2, broadcasting in London (see Chrysalis Sees Forecasts On Target For First Half).

Chrysalis: 020 7221 2213 www.chrysalis.com