Twelve of Bauer Radio’s ‘Place Portfolio’ stations are promoting local pantomimes and Sainsburys as part of one of the group’s first ever ‘product placement’ promotions.
Stations including Magic 105.4, Forth, Clyde, Key, Metro and Hallam will source content from the pantomimes to be used on air as well as give away trips to the theatre shows and vouchers to spend in the supermarket.
Running through December, the campaign will also feature presenters from each of the stations who are appearing in each city’s pantomime.
The campaign’s been enabled by the changes to the Ofcom Broadcast Code which came in almost a year ago, and will also include online content including behind-the-scenes video footage from pantomime productions as well as an interview between Magic’s Neil Fox and panto queen Dame Edna.
Stations taking part are: Magic 105.4, Key 103, Clyde 1, Radio City, Metro Radio, Hallam FM, Forth One, Radio Aire, Rock FM, Tay FM, Viking FM and CFM.
Karen Stacey, Head of Broadcast Sales and Bauer Access, commented: “We are thrilled that Sainsbury’s has chosen to celebrate the Christmas season by partnering with our Place Portfolio to deliver the pantomime themed campaign and reach our 9 million listener base. Sainsbury’s very quickly saw the opportunities presented by the Bauer Place Portfolio in terms of engaging on ground-level with our stations and our listeners, making the portfolio the perfect partner given the influence it holds.”