Ambi Pur signs tie-up with Absolute Radio

Geoff%20LloydAbsolute Radio has signed Ambi Pur as the sponsor of the Geoff Lloyd Hometime Show. The tie-up is part of a £1.4m support campaign for the Sara Lee-owned air freshener brand this year.

The six-month deal, which launches on November 3, will include pre-recorded trails and in-show credits, which will be written by Lloyd.

It will also include a new feature called the “Fresh Track”, which aims to build the brand’s “And Breathe” positioning and stop the journey home from being tedious for listeners. Lloyd will select a music track each week and will invite listeners to share their driving stories on the Absolute website.

The deal will be supported by a promotion on the Christian O’Connell Breakfast Show early next year.

Absolute, previously Virgin Radio, was launched at the end of September and is positioned as a music and entertainment brand. The relaunch follows the acquisition of the station by TIML, part of the Times of India Group.

The station’s new management team, led by chairman Clive Dickens and chief executive Donnach O’Driscoll, want to develop the brand into new areas such as events, TV, downloads and ticketing.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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