British Gas has become the new official sponsor of Absolute Radio Hometime with Bush and Richie.
The partnership sees Bauer Media Audio UK secure a long-term commercial deal around one of its weekday drivetime programmes, placing the energy brand at the heart of Absolute Radio’s 4pm to 7pm output.
The sponsorship, developed with media agency OMD UK, launches this week and will run throughout this year, bringing branded content into the show as part of a wider collaboration across the Absolute Radio network. Bauer Media says the deal reflects its focus on delivering established radio environments for advertisers, while allowing brands to connect with listeners through live and relevant content.
As part of the activity, British Gas will bring its “Taking care of things” message on air through a range of features. These include broadcasts from listeners’ homes, contributions from British Gas engineers offering practical advice, and on-air opportunities for listeners to take part in competitions and giveaways.
Simon Kilby, Managing Director of Bauer Media Advertising, said: “Absolute Radio Hometime is one of the most established shows on UK radio and we’re excited to team up with British Gas to bring the brand to life through Bush and Richie’s unique style.”
Andy Freeman, Group Brand and Marketing Officer at Centrica, British Gas’ parent company, said the partnership would help the brand reach people with trusted advice. He added that it builds on existing customer relationships while supporting longer-term brand building.
Bauer Media will support the partnership with ongoing research and effectiveness studies, tracking brand awareness and perception during the course of the sponsorship.