Capital Takes Off With British Airways ‘Advertrail’ Campaign
Capital 95.8 FM has secured a year-long sponsorship deal with British Airways, which will see the creation of commercial radio’s first ‘advertrail’.
The £2 million campaign, which begins in June, will see British Airways become the first sponsor of the weather bulletins on the station’s recently relaunched Breakfast Zone with Chris Tarrant.
A special ‘Something For The Weekend’ advertorial feature will run on Fridays during Foxy’s Drivetime Show, inviting listeners to use British Airway flights to get away for weekend city breaks.
The Friday feature will be promoted every Sunday after the Hit 40 UK, in what Capital claims is commercial radio’s first ‘advertrail’. The so-called ‘advertrail’ will invite listeners to improve their forthcoming weekend by catching the following Friday’s ‘Something For The Weekend’ offer.
The deal was negotiated by group director at ZenithOptimedia, Rob Day, who said: “We’ve put together a bespoke package that’s strong on-strategy and with media first gain us cut-through. Return on investment has driven this deal as much as creative standout.”
Capital 95.8 FM, which is London’s leading commercial radio station, has had a rough ride recently with figures compiled exclusively for NewsLine by Nielsen Media Research showing that the station saw advertising revenue fall by almost 15% year on year during the first quarter of 2003.
The decline coincides with the 10.5% year on year drop in weekly reach seen at Capital 95.8 FM in the latest set of RAJAR results (see RAJAR Results Q1 2003 – Capital 95.8 FM Feels The Heat In London). It also follows Capital Radio’s announcement that advertising is expected to remain under pressure for the rest of the year.
However, the station recently launched a major TV and cinema ad campaign in an attempt to attract new listeners in the London area (see Capital Lures New Listeners With Major Ad Campaign).
The latest figures from the RAB paint a positive picture of the broader commercial radio market, by revealing that advertising expenditure rose to record levels, with £138.9 million being spent on the medium in the first three months of this year (see Commercial Radio Sees Highest Ever First Quarter Adspend).
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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