Renault links with Classic FM to fund travel programme

Classic FM, the GWR-owned commercial radio station, is launching a new series of advertiser-funded programming with Renault’s flagship brand, Renault Espace. The series, Classic Journeys, will start on March 5.

The weekly series, which will be 26 episodes long, features journeys through Europe illustrated by the works of local composers. It will be supported by advertorials during the programme focusing on the features of the Espace, on-air trailers on Classic FM TV, press advertising in Classic FM magazine and an interactive element on the station’s website. There will also be monthly competitions to win a holiday.

Classic FM hopes to build on its previous success in advertiser-funded programming, which saw it link up with insurance company Prudential. The series, Composer’s Notes, looked at the financial lives of composers while showcasing their music (MW April 1, 2004).

Renault is using the partnership to push the benefits and interior comfort of the Espace, which is a multi-purpose vehicle, to Classic FM’s traditionally upmarket audience.

Classic Journeys will be presented by Simon Calder, travel editor of The Independent, and will be broadcast on Saturday afternoons. The deal was negotiated by Carat Sponsorship and Classic FM media partnership executive Lydia Arrowsmith.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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