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.