Opus Secures Biggest Ever Ad Deal For Classic FM

GWR’s sales house Opus has secured a £2 million deal to promote the Carphone Warehouse on Classic FM, in its biggest sponsorship agreement to date.

The six-month deal represents the first time a sponsorship and promotion has run simultaneously across Classic FM’s radio, television, online and magazine platforms.

The airtime activity will see the Carphone Warehouse sponsor Classic FM’s Lunchtime Requests With Jane Jones, from Monday to Saturday. Ads will also run on the station’s digital TV channel for six weeks and branding will appear in six consecutive issues of the Classic FM magazine.

There will also be a competition on the Classic FM website, which will invite listeners to register to win a variety of prizes. Each daily winner will then be entered into the final draw to win a major prize for themselves and their best friend. Prizes include a pair of brand new Mini Coopers, holidays to exotic locations and shopping trips to the fashion capitals of Europe.

Classic FM will support the initial activity with an outdoor marketing campaign on bus sides and in major conurbations until January 2004.

The deal was brokered Ed Chalmers and Simon Redican at Opus, Mike Hellenes at Matters Media and Tristia Clarke at the Carphone Warehouse.

Opus recently revealed the findings of a study which claims that listeners to Classic FM respond better to advertising than their pop music counterparts (see Classic FM Listeners Respond Better To Ads).

The latest RAJAR figures for the three month period ending June 2003 show that Classic FM saw its weekly reach decline by 1.7% year on year to 6,568,000, down from 6,683,000 in the same period in 2002.

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

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