BT has entered a 12-month partnership with Bauer for Zoe Ball’s new afternoon show on Greatest Hits Radio.
The collaboration, which makes BT the headline partner for Zoe Ball in the Afternoon, was secured by WPP Media.
It will see BT’s ‘Behind Brilliant Things’ brand platform integrated across radio, digital and social channels, with a focus on celebrating stories and connections in everyday life.
BT’s involvement will be visible from the launch of Zoe’s show today, including the opening moments and social content during launch week, such as Zoe’s first live link and interviews with celebrity guests.
Throughout the year, BT will update its creative approach to highlight different consumer and business messages, responding to campaigns and seasonal events.
A new weekly feature, Your Greatest Hits List, will air Monday to Thursday at 3pm. Listeners will share four songs that hold personal significance, with Zoe discussing the stories behind each track on air.
Each week, one listener will be selected to take over the playlist and will receive a co-branded Greatest Hits Radio x BT Gold Disc and a smart speaker.
Zoe said she is “super excited” about the new show and the partnership, adding that she looks forward to hearing from listeners about the songs and moments that matter to them.
Simon Kilby, Managing Director at Bauer Media Advertising, said the partnership is a significant opportunity to connect with audiences in new ways.
