EMAP Advertising has signed Ford as the first “VIP advertiser” to use the relaunched Heat Radio. The station will not carry traditional spot advertising, allowing advertisers to get involved in the creative output.
Ford will be the “partner” for the weekday morning show with former Capital Gold DJ Paul Cotye. The show will combine celebrity news and gossip with listener interaction, competitions and features which focus on the Ford brand.
The car manufacturer is the first of five “VIP advertisers” that EMAP is seeking for the station. It aims to create an “exclusive club” of advertisers and move away from “selling and telling”, towards building relationships with clients.
The station will offer the marque a predominantly young, female audience. The 12-month deal with Heat will be supported by activity on the heatworld.com website.
EMAP Advertising dir-ector of interactive and radio sales Karen Stacey says: “As advertisers try to connect with their consumers on a deeper level, it becomes increasingly important to innovate in product and content.”
The relaunch of Heat Radio, which was announced at the end of July, aims to reposition the digital-only station as a lifestyle radio brand. It will remain a music-led station, but will increase its focus on celebrity news, breaking news and hourly updates.
There will also be celebrity “take-over” shows, live events and increased user-generated content, such as sightings of celebrities around the country.
The Heat magazine team is closely involved with the new station and its head office is being refurbished to include the Heat studio.