LBC 97.3 Signs New Sponsorship Deal
Chrysalis Radio’s LBC 97.3 has brokered a sponsorship deal with the health food brand Alpro to promote the Soya-based product on its weekday lifestyle show presented by Jim Davis at 1pm.
The sponsorship, which is intended to raise awareness of Alpro as a positive lifestyle choice, will run for three months from Monday April 2.
The exclusive deal with LBC 97.3, which has been planned and bought by Molly Pike at MGOMD, marks the agency’s first-ever sponsorship campaign with Chrysalis Radio.
The deal includes specially-produced sponsor credited trails and relaxation tips targeting ABC 1 women.
Commenting on the tie-up, Siobhan Smullen, sales director of Chrysalis Radio said: “Since launching in January, the Jim Davis show has proved an extremely popular outlet for health, nutrition, fitness and lifestyle discussion.
“The Alpro sponsorship will explain how Soya is a positive lifestyle choice – Jim Davis’ lifestyle show is the perfect forum for this.”
On Wednesday it was revealed that Chrysalis Radio has entered a joint venture with Sky which could see it provide a sports news radio station as part of Channel 4’s bid for the new national commercial digital multiplex (see NewsLine).
The latest RAJAR figures, for the fourth quarter of 2006, show that LBC 97.3 had a weekly reach of 624,000 and a 3.3% share of listening.
Chrysalis: 020 7221 2213 www.chrysalis.com