Classic FM Signs £1 Million Sponsorship With Airmiles

GCap Media has secured a six month sponsorship deal with Airmiles, covering Classic FM’s Smooth Classics at 7 show, worth around £1 million and scheduled to start on Monday.

The deal will also incorporate Simon Bates’ breakfast show, with promotions and advertorials focusing on the top 20 destinations accessible using Airmiles.

In addition, the sponsorship agreement includes Classic FM’s first podcast, comprising five City Guides which listeners can download and take with them on their trip.

Airmiles will use the exposure to launch its new brand identity, with on air and online activity introducing its reduced and guaranteed fares to the 20 most popular destinations.

Explaining the deal’s significance, Fred Prego, head of marketing at Airmiles, said: “We are really excited to be embarking on a partnership with Classic FM. The two brands are a great fit and Classic FM provides us with the ideal platform through which to launch Airmiles’ new brand identity and Members’ Fares.”

Louise Bennett at Classic FM added: “Airmiles is a perfect partner for Classic FM and the introduction of podcasting is an exciting new way to reach our listeners. We are delighted that the launch of the podcasts is with such an appropriate brand.”

GCap Media: 0207 663 7000 www.gcapmedia.com