Capital Secures Tasty Sponsorship Deal With Subway
Capital 95.8 FM has secured a five month-long deal with Subway sandwich restaurants to become the exclusive broadcast sponsor of its daily ‘workforce anthems’.
The sponsorship will invite listeners to register their favourite song to get them through the working day. Every feature will be topped and tailed with Subway taglines and a competition element will be introduced at the end of each week offering the chance to win a Subway lunch for the entire office.
The deal will be extended onto the Capital FM website with chances to win additional prizes every month through a voucher redemption mechanic. The package was negotiated by radio marketing specialists USP Radio.
Commenting on the deal, USP’s client services manager, Henrietta Perry, said: “This sponsorship package will provide an extremely high profile for Subway right through the summer ensuring the brand gets directly in front of their core audience of office workers every day of the week.”
The sponsorship marks the sandwich restaurant chain’s first move into major radio promotions and forms part of an overall marketing strategy for the Subway brand developed by Broadway Communications.
The latest RAJAR listening figures show that Capital continued to see its grip on the London market loosen in the first quarter of this year as lynchpin DJ Chris Tarrant played out his last few weeks at the station.
Tarrant hung up his head-phones at the end of March after seventeen years at the helm of the Capital’s flagship breakfast show. However, the veteran DJ left the station in less than impressive shape with weekly reach declining by 3% in year on year analysis to just above the 2.3 million mark (see RAJAR Results Q1 2004: Capital In Focus As Tarrant Leaves).
Capital Radio: 020 7766 600 www.capitalradiogroup.co.uk
Recent Radio Stories from NewsLine Commercial Radio Increases Offering To Advertisers MXR Expands Marketing Remit To Focus On Brands Capital Pushes Vaughan With TV Ad Campaign
Subscribers can access ten years of media news and analysis in the Archive