Capital FM’s third annual Party in the Park event has attracted sponsorship from the Unilever-backed Internet brand for teenage girls, Wowgo, and Wrigley’s Extra chewing gum.
All 100,000 tickets for the July 9 event sold out within seven hours of going on sale on May 25 – a quarter of them through Party in the Park’s dedicated website. Tickets for last year’s event sold out in 48 hours – 7,000 of them online.
In a six-figure deal, Wowgo secured sole sponsorship of the website which was created by Capital Interactive, the radio company’s online division.
Wowgo launched last month as a lifestyle brand for 12- to 17-year-old girls, but offline initiatives – TV and radio programmes, financial services and mobile communications – are planned.
The Wrigley’s Extra sponsorship of the event is worth over &£1m. The brand will run an on-pack “golden ticket” competition from June 19 which will be promoted on air and will have a major presence at the event.
The partnership was negotiated by Capital Radio Advertising, headed by new managing director Linda Smith, and CIA MediaNetwork.
A deal with Channel 4 has secured a seven-hour live broadcast of the event, which is held in aid of the Prince’s Trust. Acts will include Ronan Keating, Christina Aguilera, Mel C and Travis.
Capital Radio and EMAP launch their joint venture local digital multiplexes under the CE Digital platform today (June 7). Twenty-three digital services across London, Birmingham and Manchester will roll out from today including 95.8 Capital FM, Kiss 100, BMRB and Magic. Capital will launch a new adult service for London in September.