Capital 95.8 is to send breakfast presenter Johnny Vaughan to a pirate ship for a special edition of his show. In a promotion for the release of Pirates of the Caribbean on DVD, a special ship will be branded at St Katharine Docks and listeners are invited to visit to win cash.
On board the ship will be a treasure chest full of cash and listeners will be encouraged to visit the ship and guess the value of the Pirates loot in order to win a treasure chest full of cash.
Promotion for the activity will launch on Thursday with on-air trailers and live reads during Johnny Vaughan’s breakfast show. Ongoing promotion over the ‘winning weekend’ will include live outside broadcasts and reports from the Pirate Ship, an hourly higher/lower listener call in with incorrect guesses winning copies of the DVD and a ‘dress up like a pirate’ competition for children down at the ship. The promotion will culminate with an unprecedented piece of programming that will see Johnny Vaughan stay on air until the prize money is won.
Commenting on the promotion, Stephanie Rittenberg, Commercial Programme Controller for Capital 95.8 said “There's a big buzz amongst the people at the station about what we have planned for this DVD launch – it will be sure to create a lot of interest amongst Londoners.”
Ruth Beman, Brand Manager, Walt Disney Studio Home Entertainment added “We wanted to bring a little bit of the fun and excitement that comes with the Pirates of the Caribbean movies to London and Londoners. What better way than to team up with one of the leading London radio stations to create an ambitious promotion to match the proportions of such an epic movie? We are sure that this is a great way to create a buzz so Londoners can really get behind the DVD release of Pirates: At World's End".