bmi In Capital 95.8 Breakfast Show Sponsorship

GCap Media’s Capital 95.8 has secured bmi as sponsor for the Johnny Vaughan breakfast show in a £1million partnership.

The year-long campaign starts on July 2 and includes on-air and online activity.

The campaign signals bmi’s first major partnership with GCap Media and forms part of their ‘That’s bmi Time’ activity.

The sponsorship includes some breakfast show promotions for bmi throughout the year as well as outside broadcasts to increase its profile within the show. The deal also includes sponsorship of Classic FM’s traffic and travel in London.

The deal was put together by GCap Media’s SPICE account manager Julia Scales, head of GCap solutions, Anna Pennington, PHD’s business director Matt Sanders, Drum’s senior account director George Howard and account manager David Foggon.

Howard said: “The combination of Capital 95.8’s number one breakfast show and Classic FM’s London traffic and travel bulletins offer bmi a fantastic platform from which to extend their new brand campaign.”

Simon Daglish, GCap Media’s national sales director, said: “We are thrilled to be using GCap’s diverse portfolio to communicate with two separate audiences for bmi. Both Classic FM and London’s number one breakfast show with Johnny Vaughan provide excellent platforms to communicate bmi’s ‘That’s bmi Time’ activity with a vital London audience. We very much look forward to working with bmi this year.”

Andrew Dufty, general manager of marketing for bmi, said: “We are delighted to join forces with Capital and Classic FM. Both radio stations present bmi with a unique opportunity to reach a huge audience across the Greater London area.

“We look forward to being associated with these strong brands which are an integral part of their listeners’ everyday lives and becoming part of that relationship. This is an exciting additional stream that brings to life our current bmi time campaign and we look forward to taking to the air.”

The latest RAJAR figures, for Q1 2007 show that Capital 95.8 was the most popular commercial station in London at breakfast time, beating both Heart 106.2 FM and Magic 105.4 FM.

Capital 95.8 enjoyed a 5% period on period increase in weekly reach, giving it a total of almost 855,000 (see Johnny Vaughan Grabs London Breakfast Crown).

GCap Media: 0207 663 7000 www.gcapmedia.com