GCap Brews Six Month Commercial Partnership For Classic FM

GCap Media’s Classic FM has signed a six month partnership with coffee giant Nescafe, seeing the FMCG brand receive sponsorship and collective marketing from today.

The partnership will see The Nescafe Collection, comprising its Alta Rica, Cap Colombie, Kenjara and Espresso brands featured in a range of activity across all Classic FM channels.

Including radio broadcast sponsorship, magazine content, branded CDs, events sponsorship and supported from online and TV, the tie-up was brokered by Louise Trinder and Caroline Holmes from the Classic FM Media Partnerships Team and Dan Fletcher and Kimberly Orchard from MindShare Performance.

Explaining the deal’s significance, Emma Holme, Nescafe’s brand manager, said: “Insight showed that one of the main interests of our target audience was classical music and so the association with Classic FM gives us the opportunity to reach them in an engaging and meaningful way.”

Last month saw GCap announce a dip in revenues for the first quarter of the year, with a decline of 17% year on year due mainly to the “short term” impact of its ad reduction programme for Capital Radio.

However, the broadcaster also cited a weak advertising market in general, and the “inevitable disruption” following its merger last year for the decline (see GCap Remains Optimistic Despite Slip In Revenues).

GCap Media: 0207 663 7000 www.gcapmedia.com