Capital Gold To Launch New Promotion
Capital Gold has teamed up with VisitBritain’s official website for tourism in England, enjoyengland.com, in a one year deal to promote activities and short breaks in England.
Starting in March, an on-air and online promotional campaign will roll out across Capital Gold stations in London, Birmingham, Manchester, Kent, Sussex and Hampshire on DAB digital radio, digital TV and online at capitalgold.com.
Each month, Capital Gold will showcase an enjoyengland.com campaign such as ‘City Breaks’, ‘Green England’ and ‘Rural Escape’, providing its listeners with ideas on places to visit.
Capital Gold’s breakfast shows will also be offering listeners the chance to take part in ‘The Postcode Passport’, a competition offering money can’t buy prizes, free passes and tickets to key events attractions in their area.
Promotion for this will involve live reads on-air from Monday to Wednesday every week across the 6 Capital Gold regional breakfast shows (6am-10am), to drive listeners to the station’s website to register for the chance to win.
Grant Brookes, head of marketing for Capital Gold UK Radio said: “We looked at ways in which we could promote each local area, forming partnerships that interest our listeners, whilst driving reach and share.
“Enjoyengland.com is the ideal partner for us to join forces with. As the official tourist board for England, they aim to inspire and encourage people to enjoy much of the country, appealing to both visitors and local people.”
Laurence Bresh, general manager of England Marketing at VisitBritain said: “Our latest visitor figures show that domestic visitors make 138 million overnight tourism trips in England every year, spending £23 billion.
“The partnership with Capital Gold Radio will enable us to reach many more of these visitors via the breakfast shows and really get the message out about the diverse and dynamic experiences that can be enjoyed in England as a holiday destination.”
At the last RAJARs, the UK wide Capital Gold network had a weekly reach of 1,180,000, down 8.17% year on year (see BBC Stations Continue To Perform Well).
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