Telegraph Teams With Classic FM For Amex Promotion
The Daily Telegraph and Classic FM have joined forces for an innovative cross-media campaign designed to exploit their brand synergies in the promotion of American Express.
The deal will see the two media owners work together for the first time to promote American Express’s current ‘Long Live Dreams’ campaign across a range of media including radio, press, internet, direct mail and event sponsorship.
The partnership reflects the growing trend towards cross-media campaigns, which has been supported by increased popularity of media neutral planning (see NewsLine Column: Is Media Neutrality A New Name For An Old Idea?).
As part of the deal, American Express will sponsor the new Dreaming Aloud radio show on Classic FM, which features celebrities talking about their greatest ambitions. The show will be hosted by Mary Nightingale and guests include ITN newsreader Trevor MacDonald.
The new programme, which airs on Sunday evenings for 13 weeks, will be promoted by advertorials in the Daily Telegraph. In return, Classic FM will encourage listeners to enter a special Dreaming Aloud competition in the paper. The winners of the competition will feature in a special 24-page sponsored feature in the Telegraph Magazine, where they will tell how they realised their greatest ambitions.
The competition will also be promoted online through the Telegraph’s website and via direct mailings to 20,000 readers.
Commenting on the deal, Chris White-Smith, advertising director of the Daily Telegraph, commented: “The principles of partnerships with media owners outside our company is one in which we believe in and have been trying to develop for sometime. We are delighted that American Express have put their trust in both the Telegraph Group and Classic FM to develop this truly integrated campaign.”
Simon Redican, head of media partnerships at Classic FM, added: “Classic FM partnerships was set up to produce cross media solutions for our clients and we are delighted that a client of American Express’s calibre has given us the opportunity to deliver what we promised.”
The Telegraph group recently joined forces with leading broadsheet newspaper publishers across Europe to create a pan-European ad package for high level executive recruitment (see Telegraph Creates Cross-European Ad Package).
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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