Telewest signs Capital Gold breakfast deal

Telewest Broadband’s Talk Unlimited is to sponsor the new Capital Gold Breakfast Show when it launches on February 24. It is the first time that the show has acquired a sponsor.

The deal, negotiated by Media Insight and Capital Radio Group, will initially run for three months, but there is an option for it to be extended. It will include on-air credits and promotional trailers using the straplines “Same phone, different rules” and “Talk all day, every day”. Talk Unlimited will also sponsor shows on Century FM in Manchester and BRMB in Birmingham.

The Capital Gold Breakfast Show will be presented by Mick Brown, who is taking over from Mike Osman. A co-host is due to be announced soon.

Capital Gold has been seeking an agency to help raise awareness of its brand in Birmingham and Manchester (MW December 17, 2002), although it has decided to take the creative work for its Manchester launch in house.

The in-house team pitched against a number of other agencies to win the project, which will include an above-the-line campaign and multimedia work.

Capital Gold network marketing manager Jo Williams says the station is still seeking to appoint an agency but that the decision has been put on hold for the foreseeable future.

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