Carat Puts Together Guinness Deal For talkSPORT
Carat has secured a deal with Kelvin MacKenzie’s talkSPORT that will see the national speech-based station promote the launch of new and improved Guinness Draught from a can during its drive-time show.
The six-figure booking will see talkSPORT’s drivetime duo, Patrick Kinghorn and Tony Cascarino, present a specially created guide to the best in home entertainment. This will see the latest DVD’s and computer games promoted alongside Guinness Draught as things that men can enjoy in the comfort of their own home.
The promotion was engineered by Carat’s sponsorship manager Louise Pearson and talkSPORT’s head of group sponsorship Matt Wilson. It also gives listeners the change to win a range of home entertainment prizes such as pool tables and widescreen televisions.
Commenting on the deal, Wilson said: “This clever mix of editorial content and on air promotions allow us to provide a weekly guide to what’s coming up as well as give men the chance to win fantastic prizes for the home, thus Guinness becomes an integral part of a great night in with your mates.”
The Wireless Group-owned talkSPORT is currently attempting to take the Football Association to task for selling national broadcast rights to FA Cup games exclusively to the BBC, a move that it claims is damaging its advertising and sponsorship revenues (see talkSPORT Tackles BBC And FA Over Football Rights).
Despite this, talkSPORT has been performing well recently and the latest RAJAR figures for the third quarter of this year show that weekly reach has increased by a healthy 14.6% year on year to just under the 2.2 million mark. The station has been boosted by the football fever which gripped the nation during the recent Euro 2004 championships (see RAJAR Results Q3 2004: talkSPORT Boosted By Euro 2004).
Carat: 020 7405 1050 www.carat.com
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