Theakston's Rio trip for Heart
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Theakston's Rio trip for Heart

Heart London breakfast presenter Jamie Theakston's to do his show live from Brazil as part of a movie promotion.

Global Radio are working with Twentieth Century Fox on a campaign for new 3D animated film, Rio.

Running for three weeks, the campaign will see the Heart 106.2 breakfast show broadcasting live from Rio de Janeiro with breakfast presenter Jamie Theakston trying his hand at activities such as Brazilian dancing and flying a helicopter. Listeners will be able to win by correctly answering a question about what Jamie has been doing – prizes include holidays and a trip to Rio.

Advertorials are also running across the Heart network offering listeners the opportunity to win a prize package by following the on air and online journey undertaken by the film’s main character ‘Blu’. There will be further follow up across the Heart and Capital networks, promoting the film in the build up to the Easter holidays.

Sarah Francis, Media Promotions Manager, Twentieth Century Fox: "Rio, from the makers of Ice Age, is a huge theatrical release for Fox this year so we were looking for real stand out ideas to launch the film around the busy Easter period. Global came up with a knock out campaign that we believe will give us great cut through and bring to life the colour and humour of the film. We love the idea of the Heart 106.2 breakfast show coming live from Rio and hope that we can bring a bit of much needed sunshine each day across the radio!"

Mike Gordon, Global Radio's Managing Director – Commercial said: "This is a tremendously exciting campaign for us to work on. We wanted to deliver a bold and ambitious solution to signify the gravitas of such a high profile film release – delivering an OB from Rio we thing achieves this goal and we have no doubt that it will have a positive impact on our listeners."

Hear more radio industry news like this at the top of the hour on inRadio - the radio industry's very own radio station. Listen now in a new window whilst you continue reading RadioToday or press play below.

0 1 430 23 March, 2011 Station News 3:19 pm 20113 Wednesday, March 23rd, 2011

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