Heart Shaken Not Stirred By New Sponsorship Deal
Chrysalis Radio has secured Martini to sponsor a range of programming across its Heart stations, as part of the drinks brand’s multimillion pound summer promotional campaign.
The ‘Martini Moments’ sponsorship will run across Heart 106.2 in London and 100.7 Heart FM in the Midlands and will incorporate an element of mobile marketing to encourage interaction with listeners.
The promotion, which begins later this month, will offer listeners the opportunity to win dinner at a prestigious restaurant and a night at a five star hotel. Heart FM DJs will also encourage listeners to visit a specially created Martini microsite to select their favourite ‘Martini Moment’ tune.
The campaign will feature the strapline: “The perfect start to the end of the day” and chosen tracks will be played between 6.40pm and 6.50pm in an attempt to make Martini synonymous with evening relaxation.
Chrysalis Radio will also send over 44,000 SMS messages to listeners, asking them to correctly answer a Martini Moments question to win a range of prizes.
The radio campaign will be supported by full-page advertorials in lifestyle and retail titles, including Tesco magazine, BBC Good Food, OK! and Women’s Weekly.
Commenting on the deal, Caroline Herbert, marketing manager at Martini, said: “We wanted to establish Martini as a regular part of our target drinkers’ day by linking it strongly to an occasion. By positioning Martini as the ideal way to wind down at the end of the day we are confident it will become a favourite routine.”
Earlier this week the British Medical Association’s calls to ban alcohol advertising were met with fierce opposition from the drinks industry (see Call For Ban On Alcohol Advertising Meets Stiff Opposition).
Chrysalis: 020 7221 2213 www.chrysalis.com
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