GCap-owned Classic FM, the biggest national commercial radio station, has signed a &£1m sponsorship deal with loyalty scheme AirMiles. The six-month tie-up, which starts on May 1, will include the station’s first podcast.
AirMiles, which is currently overhauling its brand, will sponsor the Smooth Classics at Seven show but the deal will also include promotions on the Simon Bates breakfast show, as well as airtime and online activity.
A key part of the campaign will be advertorials about the top 20 AirMiles destinations and five city guide podcasts presented by Classic FM DJ Simon Calder. The “walk around guides” will offer listeners advice on where to go and what to see in key European cities.
The campaign aims to support the overhaul of the British Airways-owned loyalty scheme. It has revamped its brand identity to include a new logo and launched a new pricing structure, which it says will allow customers to travel further for less (MW last week). The changes are being supported by a &£5m advertising campaign, which will include outdoor, online and print.
Louise Bennett of Classic FM Media Partnerships says that the deal makes sense for AirMiles because Classic FM has a high proportion of ABC1 listeners.
She adds that there is potential to extend the deal past the first six months because AirMiles has so many destinations.
AirMiles head of marketing Fred Prego says: “Classic FM provides us with the ideal platform through which to launch the AirMiles brand identity and the Members Fares promotion.”