Texaco launches Grand Prix radio initiative

Texaco is targeting motorists with a deal, through The Media Centre, to sponsor Grand Prix news coverage on 56 independent local radio stations.

The company is already putting 12m behind a three-year deal to sponsor ITV’s live coverage of Formula One racing, but has now extended this to radio with a UK network package sold by MSM.

Ninety-second news reports, produced by IRN, will be broadcast around each Grand Prix, topped and tailed by credits read by commentator Murray Walker.

IMP, TMC’s sister promotions agency, has devised the Texaco Pit-Stop promotion, which will be flagged in the radio broadcasts, and involves peel-and-reveal cards given out with Texaco petrol purchases.

Keith Robertshaw of TMC says: “Radio is a natural fit because of its heavy consumption figures among high mileage drivers and its immediacy as an in-car medium.”

He says the promotion is timed to begin now, with the fourth Grand Prix approaching, so it can build on existing awareness of the Texaco/ITV sponsorship and the oil company’s association with the Stewart Ford racing team.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here