Heart, the Global Radio-owned network, has signed wine brand Blossom Hill for a four month promotion, which includes sponsoring the drivetime show. The deal begins today (September 1).
The sponsorship is part of a £1m campaign to promote a new range of international Blossom Hill wines from countries including Chile, South Africa and Italy. The promotion will include advertorials about the wine range from each country, which are aimed to encourage listeners to trial the new products.
The wines will also be supported by a heavyweight national press campaign in women’s magazines.
The deal marks the first time that Blossom Hill has worked with Heart across its network. It includes stations in London, and the West and East Midlands.
Last month, Heart 106.2, the London station, launched a new advertising campaign featuring staff from media agencies. It launched the new strapline, “Give it some Heart” (pictured). The ad was created by The Law Firm, which has been working with Global on a project basis.