Heart Links With Drinks Brand In Five Figure Deal

Chrysalis-owned London radio station Heart 106.2 has secured drinks brand Lindemans as the five-figure sponsor of its new Live London Guide feature, which will air three days a week for the next 13 weeks.

The deal, which was negotiated by Universal McCann, begins on 5 September and includes full on-air sponsorship and a Lindemans branded microsite created by Chrysalis Radio Interactive.

The Live London Guide campaign is intended to give Londoners the “lowdown” on the best nights out in the capital, as well as providing them with information on the latest cinema and theatre releases.

Commenting on the deal, media planner for Universal McCann, Michelle Hobbs, said: “Lindemans is all about enjoying wine drinking both in and out of home. This strategic partnership with Heart is a great way of connecting with consumers at the right time when they are thinking about what to do with their evening.

She added: “The bespoke programming that Heart have created gives us a great sponsorship vehicle with which to engage our consumers in a relevant market.”

RAJAR results for the second quarter of 2002, show that Heart 106.2 has seen its weekly reach increase by 6.1% year on year to 1,663,000, up from 1,568,000 in the same period the previous year.

Chrysalis: 020 7221 2213 www.chrysalis.com

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