Opus Secures Sponsor For The Mix’s Black Thunder Fleet
GWR’s sales-house Opus has 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. The Mix’s programming and content team, Creation, will produce on-air and online promotions to support the sponsorship and the Network’s internet portal, koko.com, will feature Tesco branding with a click through to the supermarket’s insurance quote engine.
Opus’ sales director for The Mix, Peter Charlton, said: “In sponsoring the Black Thunders, Tesco Motor Insurance has probably found the most cost effective way to dominate our airwaves. This deal provides a great example of what advertisers want these days; not just a sponsorship but an involvement in the very fabric of our programming.”
The deal was negotiated by Opus sponsorship and promotions executives, Liz Musa and Tim Dyer; Opus new media and digital sales executive Tim Ferris and Initiative Media’s Caroline Jones.
The Black Thunder vehicles relay the daily travel news from traffic black spots across regions covered by the Mix Network. They are intended to provide The Mix with a significant off-air presence and work to promote brands through sampling, competitions and presence at key local events.
Last month GWR appointed project-based advertising agency, do:, to co-ordinate outdoor activity for four of the largest radio stations on The Mix Network. The advertising, which will be carried across all conventional outdoor media and specially conceived ambient activity, will focus on Nottingham’s 96 Trent FM, the Black Country’s Beacon FM, Reading’s 2-Ten FM and Essex FM (see GWR Appoints New Ad Agency To Work Across The Mix).
Opus: 020 7518 2642 www.opusonline.co.uk
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