Capital Gold Undertakes Huge Marketing Partnership
Capital Gold has undertaken its biggest marketing partnership initiative in the station’s history to promote the official website for English tourism, enjoyengland.com, and the Greater London Authority’s activity surrounding St. George’s Day 2007.
The classic hits station will roll out the promotional campaign across the Capital Gold Network, on-air and online, and will drive traffic to both the Capital Gold website and enjoyengland.com. Visitors and listeners alike will be provided with a comprehensive news and features service on St. George’s Day events taking place across England.
As a key media partner, the station will support the GLA to promote key events taking place in London leading up to and on St. George’s Day.
The series of free events includes a celebration of English humour, with a screening of the classic English film Monty Python and the Holy Grail in Trafalgar Square; the popular annual Shakespeare’s Birthday Celebrations at the Globe Theatre, plus outdoor screenings of historic silent Shakespeare films; a festival for St George at Covent Garden and parade at the Cenotaph.
Capital Gold’s Drivetime presenter Paul Coyte will broadcast his show live from Trafalgar Square and Film Show presenter Paul Anderson will introduce the screening of Monty Python and the Holy Grail.
The on-air campaign will be spearheaded by a vote for “The Ultimate English Countdown” – a listener vote to compile their favourite songs by an English artist or band with the top 100 being played out on St George’s Day – 23 April.
English Heritage, Lastminute.com, Warner Breaks, Intempo DAB Digital Radio, Bombardier Beer, and Virgin Balloons will also provide editorial support for the campaign and provide competition prizes.
Capital Gold’s head of marketing and partnerships, Grant Brookes, said: “We have created the biggest partnership deal in the history of the station to truly reach a broad cross section of new audiences in order to diversify our appeal and increase brand awareness.
“We are delighted to be strengthening our partnership with enjoyengland.com and supporting their St. George’s Day campaign, which complements our own station plans to turn it into a fully integrated station event. Partnerships have always been key to the Capital Gold brand, and strategically it is vital that we continue to innovate and embrace new ways of reaching wider audiences with partnerships such as these.”
The Capital Gold network attracted 971,000 listeners in the last quarter of 2006, down from just over one million in the same period in 2005.
Its flagship London station drew 712,000 listeners, a 1.4% share of the market, down slightly from 725,000 at the end of 2005.