Foxy offers Helicoper ride for listeners
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Foxy offers Helicoper ride for listeners

Magic 105.4 breakfast presenter Neil Fox is offering a ride in his own helicopter as a prize in a new sponsorship deal with Nescafe.

The ride is just one of the prizes on offer as part of a new six-figure sponsorship deal secured by Bauer Media.

It means Breakfast shows on Magic 105.4 in London and Key 103 in Manchester are to be sponsored by Nescafé Original for six months starting today.

The deal also includes a Monday morning competition to run online and on-air across the Bauer Place Portfolio stations.

The campaign creative will involve sponsored ten-second on-air credits running throughout Magic Breakfast with Neil Fox and Verity Geere, with supporting trails. The same credits will also run throughout Key 103’s breakfast show Mike & Chelsea In The Morning.

As well as the sponsorship tags, each morning on Magic 105.4 an additional Nescafé Original tag will play out before Foxy’s Jukebox. Through live reads, Foxy will also encourage listeners to go online and enter the Nescafé Original competition to win a weekly family prize by sharing the song that kick starts their day.

From March, the family prize will that trip in Foxy’s very own helicopter across London.

The ‘Kick Start Your Day’ campaign will also be extended across the Place Portfolio, and each Monday the breakfast presenters across the stations will play one of the listeners’ ‘Kick Start Your Week’ tracks before directing listeners online to the Nescafé Original competition. The Monday promotion will also be supported by pre-promotional trails running from Friday to Sunday.

Karen Stacey, Broadcast Sales Director at Bauer Media, said: “This branded sponsorship deal is a great example of how advertisers can use Bauer Media to reach both national and local audiences across the UK. Our audiences feel more connected, involved and engaged with our radio stations compared to our competitors and it’s this connection that makes this campaign a perfect fit for Nescafé, allowing them to reach our specially created breakfast shows across the UK.”

The campaign was developed by Mindshare, with Susan Thompson, Business Director, and Tom Balaam, Business Director – Exchange Radio, leading the project.

0 1 306 08 January, 2013 Industry News, Sales & Marketing Tuesday, January 8th, 2013

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Roy Martin is Managing Editor and Founder of RadioToday. Follow him on Twitter @roymartin.

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