Girls Aloud’s Kimberley Walsh has recorded a one-off Bank Holiday Monday special show for Hits Radio Pride, in partnership with Wickes.
As Wickes’ brand ambassador, Kimberley’s Mixtape will also include messaging around her new paint shade Subtle Sage, which launched this week.
She will also feature in advertorials showcasing the paint in Bauer magazines Grazia, heat and Closer.
This is the first time the company has worked with the dedicated LGBTQ+ radio station, extending its twelve-year partnership with Bauer Media.
Kimberley said: “I had an amazing time creating my own show on Hits Radio Pride. It was a joy to share some of my all-time favourite songs that hold a special place in my heart.
“I hope my show adds extra sparkle to the listeners’ Bank Holiday Monday plans, and I can’t wait for everyone to tune in and enjoy it as much as I did!”
Simon Kilby, MD, Bauer Media Advertising said: “I recently mentioned at a conference that the campaign that I’m most proud of in my career is our Bauer Media partnership with Wickes; not only is it the longest-standing radio campaign in the UK, it’s a true example a symbiotic collaboration where we continuously learn and grow together and weave Wickes’ key messages seamlessly into the station content.
“Adding yet another station to the partnership with Kimberley Walsh’s Hits Radio Pride show is a fantastic addition, showcasing how we can curate content that’s entertaining, land commercial messages and create cultural impact.”
Shelley Allison, Head of Marketing, Wickes added: “We are thrilled to expand our partnership with Bauer through the Kimberley Walsh Hits Radio Pride show.
“This collaboration introduces Wickes to Bauer’s LGBTQ+ radio audience for the first time and extends our longstanding relationship with Bauer.
“We look forward to continuing to talk to different audiences and showcase what Wickes has to offer, through Bauer’s multiple media channels with entertaining and engaging content.”
Kimberley’s Mixtape can be heard on Hits Radio Pride on Monday 6th May from 12-2pm.