GCap Media station Classic FM has joined forces with South African Tourism for their first major radio campaign in the UK. The promotion will conclude with Henry Kelly giving away a trip to South Africa. The three week deal is worth £135k.
The deal will commence on 19th February with advertorials directing listeners online to win some small South African prizes e.g. cases of South African wine.
GCap Media’s Canvas agency will write and record the advertorial executions, which will focus on key South African attractions, food and drink, outdoor activities and golfing/whale watching.
The deal was brokered Louise Bennett, Classic FM Media Partnerships Account Manager and Dan Conneally, Account Manager and Starcom.
Wendy Tlou, Marketing Communications Manager for South African Tourism commented on the activity, "We are very excited to be bringing the vibrancy of South Africa to Classic FM listeners. The station is a prefect fit for our target group and we look forward to forging a successful relationship."
Dan Conneally at GCap Media said “Classic FM and South African Tourism are the perfect fit. This activity is a great example of Classic FM using the fantastic creative resources available to us in 'Canvas', to provide a compelling, proactive radio package for South African Tourism."
Marty Newman, media planner at Starcom said “Radio was a great way to help extend South African Tourism’s presence in the UK marketplace during this valuable time of year and Classic FM seemed a great fit in helping to inspire and captivate our consumer.”
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