GCap Media's Classic FM has signed a deal worth over a million pounds with AEG, the owners of the London music venues indigO2 and the O2 arena.
The agreement will see the national station as both sponsor and media partner for new classical concerts from October 2008 till February 2009.
The Classic FM Series at the indigO2 is a series of completely new classical music events that will feature artists including mezzo soprano Sarah Connelly, celebrated pianist Boris Berezovsky, Grammy winner Garrick Olsen and Russian cellist Alexander Kniazev. It will be supported by a multi platform promotional campaign, including full branding throughout both the indigO2 and The O2 arena, exposure across all main video screens at the Greenwich site, arenamation in each of the venues, live on-air reads, pre-recorded trailers and artist interviews on Classic FM, ticket promotions, homepage presence and Arts Daily podcasts online at Classicfm.com and a ‘Behind the Music’ feature in the Classic FM Magazine.
In addition to the Classic FM Series, Classic FM has also signed to become the exclusive media partner for the Carmina Burana opera spectacular at The O2 on 9th January 2009. As with the Classic FM Series, the event will be supported by a heavyweight promotional campaign across Classic FM, classicfm.com and Classic FM Magazine.
The seven figure deal was conceived and negotiated by GCap Media’s Group Head of Concerts and Events Rhett Middleton, Classic FM managing director Darren Henley, Classic FM’s head of marketing and PR Charlotte Rosier and AEG’s creative consultant, John Revell.