The Telegraph has partnered with Classic FM to bring the newspaper’s City cartoon character Alex to life with his own radio show.
Robert Bathurst will be the voice of Alex, and the radio show will be broadcast every Sunday from 7 – 8pm for 10 weeks, starting on September 12th.
The shows will be written by Alex’s creators Charles Peattie and Russell Taylor in conjunction with Classic FM and, following the format of the newspaper strip, will reflect life in the City.
Alex’s radio show will be trailed across Classic FM and promoted in The Daily Telegraph through sponsored strips under the daily Alex cartoon and from display creative within the Business sections in print and online.
The sponsorship by Towry, the wealth advisers, was brokered by The Gate, who pitched the idea competitively to Towry in February of this year.
Andrew Fisher, Chief Executive, Towry said: “This is an innovative way of approaching the development of our brand, joining three leaders in their fields: The Daily Telegraph, Classic FM and Towry with the roguish Alex. We hope to raise awareness of our expertise and approachability through this campaign.”
Simon Rowley, Group Account Director, The Gate said: “The Alex property and his laissez-faire approach to business and finances is the perfect antithesis of Towry’s total professionalism in the wealth advice marketplace; hence ‘Love Alex, Trust Towry’. The activity will help Towry establish a market leading position and is a genuine example of a media neutral, through the line campaign.”