Classic FM is introducing a new weekly series of programmes entitled "When Classic Meets..", which will feature a look at popular music tracks influenced by classical music. From jazz to rock and pop music, the 10 programmes will be sponsored by Lexus Hybrid in a six figure deal.
The deal was brokered by Classic FM Media Partnerships Account Managers Dan Conneally and Kate Fraser, with Newcast’s Strategic Partnerships Director Mandy Fowler and Zenith Optimedia’s Business Director Richard Stokes.
Following a 3 month pitch process managed by Zenith Optimedia, Classic FM fought off competition from 50 other media owners in order to win the business.
Rachel Rollason, National Marketing Manager at Lexus said: “After an exhaustive briefing and judging process, Classic FM’s concept was a clear winner in terms of delivering the Lexus Hybrid Drive message of breakthrough technology and incredible performance to a crucial audience in a hugely innovative and engaging way”.
Dan Conneally at Classic FM said: "We are hugely excited to be working with Lexus on such an innovative project. "When Classic meets…." will be of great appeal to Classic FM listeners and we are confident that this partnership will help to position Lexus as the leaders of Hybrid Technology in the minds of our listeners."
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