Capital Expands Brand Sales With New Entertainment Team
Capital Radio has created a new entertainment division within its brand sales department in an attempt to maximise cross-platform promotions.
The new team is designed to meet the special demands of music and entertainment advertisers by creating new opportunities to combat the decline in revenue from music and record brands, while exploiting the surge in growth from film and DVD advertisers.
The entertainment team has created cross-platform packages that include airtime, promotions and on-line opportunities across each of Capital Radio’s network brands, which include a wide range of music genres.
The first advertiser to tie-up a deal across the Capital FM Network is record label BMG for the launch of Dido’s new album Life for Rent. BMG has signed up for the first Rated and Recommended package, which runs across the entire Capital FM Network.
The newly-created cross-platform package is open only to artists whose releases are on the Capital FM Network playlist and includes spot airtime, promotional give-aways, online interaction and guaranteed live reads by presenters each day.
The Rated and Recommended package will run for a week, ending with a promotional give-away on Saturday mornings. The main objective of these packages is to maximise radio’s role in helping listeners make music purchasing decisions.
Commenting on the initiative, Caroline Lucas, manager of the new entertainment team, said: “We recognised the decline in revenues from music and decided as market leaders, we would set the pace by creating this new Team and winning back business through creative and targeted initiatives.
She continued: “Our newly created packages offer labels the opportunity to deliver commercial messages across all of our brand platforms to promote releases and marry them with each of our brand’s music content. The interactive element benefits labels by delivering data capture from a fan base driven by the radio station.”
Emma Stuart, group head of radio at MCS, added: “Capital has trained up staff specifically to specialise in marketing music for record companies, they not only understand the product and label objectives but have the expertise to fully integrate the product into programming, uniting our advertising with the playlist, bringing our campaigns to life for the listener.”
Capital Radio recently confirmed that Chris Tarrant is to leave his job as presenter of the group’s flagship weekday breakfast show after seventeen years (see Capital Confirms Tarrant Is To Leave Breakfast Show).
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
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