The One Network Signs £1 Million Deal

Universal McCann has brokered a deal with GCap Media to create the UPS Local Business Awards, utilising all 42 stations in the One Network in a three month deal starting April 16.

The awards will run across multiple platforms including promotional airtime, created by GCap Media’s CANVAS, online, experiential, PR and CRM.

New digital technology will also play a central role, says GCap, with DAB-verts – synchronised with on-air activity – for the very first time in the UK.

The campaign is intended to engage local businesses by offering them the opportunity to win a 4 week radio campaign courtesy of UPS to help drive their business and highlight UPS’s ‘Deliver More’ brand positioning. The winning campaigns will be created by GCap Ideas.

Local sales teams across GCap are being incentivised to get their business contacts to enter with a prize draw to win a trip to New York if they achieve over 10 entries each.

To win, local businesses must enter via a dedicated advertorial page on their local station’s website and communicate why they ‘deliver more’ to their local area. Four entries will be short-listed with Theo Paphitis from Dragon’s Den, choosing the final winner for each station.

Simon Daglish, sales director at GCap Media, said: “This is a really exciting project for all parties concerned. UPS are really championing radio, by utilising the strength of the biggest network of local stations in the UK market.”

Adam Morton, planning manager at Universal McCann, added: “Both UPS as a business and radio as an integrated medium can help small businesses achieve their goals. This major collaboration not only delivers against UPS’s key objective in a highly engaging manner but it’s based around accountable creativity which will help drive the UPS business forward.”

Universal McCann’s Research & Insights team will be monitoring the performance of the campaign. Both quantitative and qualitative research will take place, including talking to competition winners to understand the impact local radio can have on their business.

The deal was brokered Amanda Barrett at Universal McCann and Ben Murphy at GCap Media.

The latest RAJAR figures, for the fourth quarter of 2006, showed that the One Network had a 10.5% share of listening and a weekly reach of 7.2 million.

GCap Media: 0207 663 7000 www.gcapmedia.com