Admiral has signed up as Absolute Radio’s exclusive Traffic and Travel sponsor, marking the first time the car insurance firm has used radio sponsorship.
It will be supported online through a new branded Traffic and Travel portal including up-to-date travel news, information about ‘MultiCar’ and online competitions.
The campaign will highlight Admiral’s ‘MultiCar’ product, through travel trails during the Christian O’Connell Breakfast Show, Geoff Lloyd’s Hometime Show and across the weekend. The trails are voiced by comedian Matt Berry made famous by The Mighty Boosh, The IT Crowd and being the station voice of Absolute Radio.
The 12 week, six figure contract was negotiated by Dallia Hussein at MPG and Jack Woodcock, Sponsorship Account Manager at Absolute Radio.
Absolute Radio’s Commercial Director Chris Goldson, said: ““We’re proud that Admiral have chosen Absolute Radio as their first radio sponsorship partner. Traffic and Travel has always been a sponsorship gem, and it consistently researches as one of our most effective properties. There’s a natural fit between brand and content, and Admiral will also benefit by tapping into our growing online community.”