GWR And Ministry Team Up As Dance Partners

GWR’s sales house, Opus, has teamed up with the Ministry Of Sound to create a unique dance show to be broadcast across the Mix network’s 31 local radio stations.

Launching later this month and replacing the VibeNation slot, the Ministry Of Sound show will be broadcast on Friday and Saturday nights.

It is understood Opus and Ministry are looking to develop a long-term partnership and the dance brand is hoping the platform provided by the Mix will help raise awareness of its profile across the UK.

Commenting on the agreement, Peter Charlton, sales director at Opus, said: “This is a really exciting partnership and a first for Opus. Ministry of Sound is a global brand with an unrivalled heritage in clubbing and dance music, giving our listeners the best dance show on radio and advertisers a large youth audience in a highly credible environment.”

Nick Whitehurst, director of brand partnerships for Ministry of Sound, added: “Ministry of Sound has a strong reputation for dance music and we will be delivering an amazing dance music experience every weekend for all of The Mix’s listeners. This partnership offers us an even greater opportunity to connect with our core audience.”

In another brand extension, Ministry recently joined forces with Condé Nast to launch a new consumer lifestyle magazine called Trash (see Condé Nast Teams Up With Ministry To Launch Trash). The magazine has been plagued by rumours of editorial disagreements and earlier this month Ministry moved to deny the title is set to fold after just one issue, claiming it had a strong sales debut (see Condé Nast And Ministry Declare Faith In Trash).

Opus: 020 7518 2642 www.opusonline.co.uk

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