Heart Forms Marketing Partnership With Associated
Chrysalis-owned Heart 106.2 has secured a major cross-promotional partnership with Associated Newspapers to plug its biggest ever on-air competition in the Daily Mail and the Evening Standard.
The two week ‘Cash Call’ competition will see Heart DJs give away £1,000 in cash every hour between 7am and 7pm to listeners who can identify the missing word from a Daily Mail or an Evening Standard headline.
Throughout the campaign both the Daily Mail and the Evening Standard will run Heart 106.2-branded promotional copy, in an attempt to encourage readers to pre-register for the competition either by phone or text message.
Commenting on the initiative, Don Thomson, commercial director, Chrysalis Radio, said: “This will be one of the biggest radio promotions ever seen in this country. A cross media deal involving the Daily Mail, Evening Standard and Heart 106.2 is an incredibly potent combination in London.”
The latest RAJAR results for the three months to September 2003 brought good news to Chrysalis Radio’s flagship Heart 106.2, which overtook Capital 95.8 FM to command a greater share of listening in London. However, Capital still retains its lead in terms of weekly reach and is on the offensive with a number of changes to its programming line-up designed to reposition it towards its core youth audience (see 95.8 Capital FM Repositions For Youth Audience).
Heart’s managing director, Steve Parkinson, recently told NewsLine that bringing an end to Capital’s thirty year reign at the top was particularly significant because it happened sooner than had been expected (see Capital Confirms Forbes To Quit Flagship London Station).
Chrysalis Radio Sales recently launched a new package to tempt advertisers onto the radio in the capital. The London Macro is a new concept enabling agencies and direct clients to buy an airtime package that spans a range of radio stations including Heart 106.2 FM and Jazz 102.2 (see Chrysalis Attempts To Lure Advertisers To London).
Chrysalis: 020 7221 2213 www.chrysalis.com
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