Classic FM Signs Deal With MediaCom And Emirates Airline

GCap Media’s Classic FM has signed a seven month deal with MediaCom and Emirates Airline to sponsor its finance bulletins on air and online.

The £1 million deal begins today with the stated aim of “targeting businessmen to raise awareness of the quality business class experience and the pioneering nature of the airline.”

According to research carried out by BBS, Classic FM reaches more businessmen than any other radio station, whilst, according to TGI statistics, Classic FM reaches more businessmen than any quality broadsheet.

The sponsorship includes a high frequency of seven messages per day, meaning multiple messages will reach the target audience. The sponsorship’s creative execution is intended to convey Emirates’ key brand messages as well as specific information regarding their services.

The finance bulletin sponsorship deal was brokered by Mediacom’s Ian Mullins (Associate Director) and Richard Jacobs (Head of Radio) with Caroline Holmes and Philip Shade from Classic FM Media Partnerships Team.

Vic Sheppard, Emirates’ vice president UK & Ireland, said: “Classic FM has provided Emirates with the ideal opportunity to engage with our core audience of modern business people in both a unique news and entertainment environment. This enables us to communicate in an engaging and entertaining way the award-winning features of our First and Business Class cabins.”

The deal coincides with the news that Emirates, MediaCom and creative agency Leagas Delaney are also winners of the inaugural Classic FM Ad of the Quarter award for its campaign featuring the writer and comedian Chris Langham.

Ian Mullins, Mediacom’s associate director, said “Classic FM has really answered our brief superbly by allowing us to modify the way the business bulletins are broadcast to fit with the Emirates messaging. This brilliantly enhances our communication amongst a very media savvy and service orientated audience.” He went on to say: “We are very pleased to be the inaugural winners of Classic’s listeners award as this clearly demonstrates that both the environment and the creative was ideally placed and executed.”

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