Absolute 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.