Emap Signs Theme Park Partnership For Halloween
Emap’s Kiss 100 radio station has announced an exclusive partnership deal with Thorpe Park to promote the theme park’s Fright Nite event throughout the Halloween period.
The radio promotion will run for one week on Kiss 100’s Robin and Millie Show, offering listeners the chance to win VIP passes to exclusive Kiss 100 Fright Nites at Thorpe Park on Friday 28 and Saturday 29 October.
Thorpe Park’s events will play to an audience of two thousand visitors each evening, with the 90-minute Halloween style events representing one of the biggest live productions Kiss has been involved in to date. Amongst the attractions on offer to park visitors are remixes of Thriller, the chance to meet Kiss 100 DJs, contortionists, break-dancing skeletons and a performance by Kiss’s Pirate Soundclash winners, Haunted House.
Listeners will also have the chance to win daily trips to Prague to walk through the ancient city and explore its paranormal heritage. Listeners will have to guess the name of famous horror movies based on lines from the films played in reverse to win the prizes, with the promotion advertised by station trails and Halloween-themed station idents from Kiss 100 to Kiss one-haunted.
The station’s on-air activity will also be supported by activity on Kiss100.com, offering listeners a £10 discount voucher valid throughout the theme park’s two-week Fright Nite period.
Commenting on the promotion, Aly Cameron of Thorpe Park said, “I am delighted to work with Kiss 100 to promote our annual Fright Nites. As London’s most popular radio station for 15 to 34 year olds, Kiss 100 will reach our target audience through a highly themed, fun and exciting campaign. This combines spot advertising, on air competitions and a live sponsored event at the site itself, which all helps to bring both the concept to life and maximise noise at the same time.”
Nick Emmanuel of Emap Advertising added: “Our partnership with Thorpe Park is a great example of how Kiss’s ‘live sexy’ brand can be extended to offer clients an integrated communication solution culminating in a unique and exciting theatrical style performance.”
The promotion follows a massive advertising campaign for Kiss earlier this year, comprising television activity, experiential events and guerrilla activity around London costing £1.5 million (see Emap Unveils Massive Advertising Push For Kiss).
Emap’s flagship Kiss 100 in London has seen a strong performance in recent months, with the latest RAJAR results reporting a 1.9% increase in its weekly reach year on year in the three months to September. The station now commands an audience of just over 1.5 million in the capital, and just over 2.5 million in total, which includes listening through digital radio and via the internet.
Emap: 01733 568 900 www.emap.co.uk
Recent Radio Stories from NewsLine RAJAR Results Q3 2004: talkSPORT Boosted By Euro 2004 RAJAR Results Q3 2004: Capital And Heart Feel The Heat RAJAR Results Q3 2004: BBC Extends Lead Over Commercial
Subscribers can access ten years of media news and analysis in the Archive