Heart signs £2m deal with Tetley Tea

Global Radio has agreed a £2million partnership with tea makers Tetley to sponsor Diamond Jubilee events as well as Love Music Live events for the Heart brand.

The 8-month partnership runs through to the end of January 2013, with Tetley being the headline partner at intimate gigs in London, for which Heart listeners from across the network will get the chance to win VIP tickets to. Previous events include sessions with Robbie Williams and The Saturdays.

This weekend, Heart 106.2’s Jamie and Harriet are having a Jubilee Tetley Tea Party and broadcasting live from central London on Sunday.

Tetley have worked with media planning agency, MediaVest, who developed the strategic role and lead the negotiations for the partnership. Michelle Colley Senior Brand Manager at Tetley said: “We are really excited about the partnership with Heart FM, especially during the Jubilee when there is such a big focus on friends and family spending time together to celebrate. Tetley recognises the importance of bringing people together, and we’re proud to support a great opportunity for people to do so during these events.”

Greg Fuller, Business Director at MediaVest, added: “We’re excited about bringing the Tetley and Heart brands together. This partnership will allow us to create valuable experiences across a range of platforms and provide more occasions for people to get together around a good cuppa!”

Mike Gordon Managing Director, Commercial at Global Radio told us: “We are looking forward to working with Tetley over the next nine months. Their brand is a great fit for our Jubilee and Love Music Live events which we have created around the premise of helping people spend time together and creating fun memories.”

Last year Tetley ran a major three-month promotion with GMG’s Smooth Radio, with the station logos appearing on packaging as part of a giveaway of digital radios.