Classic FM in £1m Ford deal
Classic FM has signed a one million pound deal with Ford for a series of radio programmes, to run for 20 weeks on the national GCap station. Various celebrities including Richard E.Grant and Harry Enfield will narrate the weekly one-hour show named Ford Galaxy of Stories.
The programme, representing one of the biggest multi-media campaigns ever run on the station will air every Sunday afternoon from 4-5pm from 17th June 2007. It will also be supported online with a microsite providing information about the car and the chance to download audio.
The tales will be available as podcasts every week via classicfm.com, timesonline.co.uk, iTunes and the Ford Galaxy website, creating a collection of stories for the family to keep.
The campaign will be kick-started by a promotion on classicfm.com giving families the chance to win a trip to London and play a part in a story. The idea was conceived in partnership between Mark Jones (Ford Advertising and Sponsorship Manager), Simon Daglish (GCap’s National Sales Director) and Philip Shade (Group Head of GCap Solutions).
Simon Daglish at GCap Media said: "This is one of the most exciting projects we have worked on with Classic FM and Ford. The idea is truly innovative and combines both Classic FM's stated aims of targeting families with children and Ford Galaxy's objectives to deliver a dynamic way to target this illusive group in an engaging and involving manner. This is a good example of an idea coming together by close collaboration between disparate media owners, client and agency."
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