Capital Extends Bacardi Rum Sponsorship In £1.2m Deal

Capital Radio Advertising has agreed a £1.2m sponsorship deal with Bacardi rum as an extension of its existing Entertainment Capital partnership with the drinks brand.

The multi-platform deal, formulated by Universal McCann, will run across Capital stations throughout 2002 and will see the extension of the on-air and online sponsorship of the Entertainment Capital and Bacardi VIP features.

As part of the deal, listeners will be given the chance to become reporters for Entertainment Capital, which will now feature special Celebrity VIP reports and a Celebrity Tip-Off Line highlighting London’s main celebrity haunts. Online activity will also be extended to incorporate a bespoke Bacardi rum radio station, available via the Capital Radio website.

Mark Middlemas, media account director at Universal McCann, said: “We have worked hard with Capital to create a strategic partnership that will help drive Bacardi rum’s business forward and connect with consumers in the right way. The extensions to the deal are genuinely rewarding for consumers and we look forward to seeing it progress further.”

According to the RAJAR results for the three months to March 2002, 95.8 Capital FM saw its weekly reach decline by 5.5% year on year to 3,126,000, down from 3,309,000 the previous year. Total Capital Radio saw its reach increase by 1.5% over the same period to 8,066,000.

Capital: 020 7766 6000 www.capitalradiogroup.com

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