More Th>n Promotes Safe Driving Through Classic FM
Opus has secured a six-figure deal with More Th>n to encourage safe driving through a promotion on Classic FM.
The deal, which will target 4.5 million ABC1s with cars, runs throughout October and November and includes on air and online promotions, as well as a competition giving listeners the chance to win a Mini Cooper.
The on air activity, which includes pre-promotional and promotional trials, begins next Monday with a competition that will see drivetime presenter, Simon Bates, test listeners driving knowledge with daily multiple choice questions from the Highway code.
Competition winners will be offered a range of prizes including a day’s stock-car racing, a Grand Prix experience, or a driving holiday on the Isle of Mann. Listeners will also have the chance to go on to win a Mini Cooper.
The initial promotion will be supported by online activity at classicfm.com, which will run a More Th>n feature page for three weeks until Sunday 3 November. Users will also have the opportunity to prove themselves one of Britain’s best drivers.
Commenting on the deal, More Th>n brand manager, Peter Deane, said: “This radio promotion is a fantastic vehicle for encouraging good drivers, and for letting them know when it comes to car insurance they shouldn’t accept less than More Th>n.”
The deal was negotiated by Opus’ sponsorship and promotions executive, Louise Trinder and MGOMD’s Suzanne Hodgins and Helen Keable.
Earlier this week Opus secured Tesco Motor Insurance as the sponsor of The Mix’s 50-strong fleet of branded Black Thunder vehicles. The £250,000 deal will see the insurance brand appear across the Black Thunder cars, covering rear wheel arches and front doors from October (see Opus Secures Sponsor For The Mix’s Black Thunder Fleet).
Opus: 020 7518 2642 www.opusonline.co.uk
Recent Radio Stories from NewsLine UK Players Unite To Launch First DAB Digital Radio EPG BBC Launches New Digital Talk Radio Station Opus Poaches Cohen To Head Sales Team
Subscribers can access ten years of media news and analysis in the Archive