with RCS

Absolute Radio sign Wickes for breakfast

DIY store Wickes has taken over as sponsor the Christian O’Connell breakfast show on Absolute Radio for the next 12 months as part of a deal worth over a million pounds.

The sponsorship came into place from this week, with a launch promotion themed around the England football team and Euro 2012 giving away money to spend at the home improvement retailer.

As well as partnering with the breakfast show, Wickes also becomes the sponsor of the Sunday ‘Choice Cuts’ highlights programme and gets a dedicated micro-site within the Absolute Radio website.

Emma Smyth, Head of Sponsorship at Absolute Radio said: “The 12 month commitment from Wickes is testament to the continued success of the Sony Award winning Christian O’Connell breakfast show. Our flagship programme added 201,000 listeners to their audience, as recorded from the latest RAJAR figures, totalling 1.226 million listeners, meaning that the Wickes brand will be fully endorsed by one of the biggest Commercial Breakfast shows in the UK.”

Rebecca Stokes, Advertising Controller Wickes added: “We are excited to be partnering with Absolute Radio who have demonstrated a real understanding of, and passion for, our trade audience. We’re delighted to be working together to create a platform that stimulates an engaging dialogue with tradesmen and garners a deeper relationship with our brand.”

Amanda Burningham, Associate Director at Carat Sponsorship, who brokered the deal, said; “Wickes wanted to create a platform which would support and celebrate the hardworking trade of Great Britain. We identified Radio Sponsorship, specifically the Absolute Breakfast show as a great vehicle to regularly engage with trade, at the start of their working day. “

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