Classic FM has secured its biggest integrated sponsorship and promotional deal to date, worth £300,000. The deal, with Vodafone, includes the launch of the station’s first mobile phone WAP (wireless application protocol) service.
There will also be a campaign, due to start later this month, which will run for six months. It will cover on-air sponsorship, airtime and special promotions, Internet site links, magazine advertising and branding, WAP services, below-the-line marketing and PR.
The deal gives Vodafone exclusive sponsorship with Classic Events, Classic FM’s box office guide to classical and arts events around the UK.
As part of the deal, Classic Events will be extended to a WAP service, giving Vodafone customers information about events over their mobile phones and the ability to make reservations while they are on the move.
Paul Donovan, Vodafone’s UK managing director, commercial, says: “The WAP service will be innovative and useful. We look forward to working with Classic FM.”
Vodafone will also receive branding and a click-through link to its site on the Classic Events area of Classic FM’s website, plus branding in the calendar section of the monthly Classic FM magazine.
A series of creative trails will promote the Classic FM services offered by Vodafone, and on-air promotions will run across Jamie Crick’s afternoon drivetime programme, Home Run, and Natalie Wheen’s two weekend shows.
The deal was forged by Classic FM’s sales house, Opus, and Vodafone’s media agency, OMD UK.