The weekends on Absolute Radio are to be sponsored by a car insurance provider.
Swiftcover.com will be associated with all the station's weekend programming, including new signing Frank Skinner, Iain Lee and Tim Shaw, from Friday 13th March.
On air pre-recorded credits across the whole weekend will keep the company front of mind and convey the company's “Get a Life – Get Swiftcovered” messaging
Live read editorial feature in Russ William’s Monday morning show which integrates the “Get a Life” campaign into editorial content, timed to target listeners prior to “personal admin time” in their lunch-break
Absolute Radio will also include Swiftcover.com in newsletters to their 500,000 VIPs and create online competitions.