95.8 Capital FM, the Global Radio-owned London station, has signed easyJet.com as the sponsor of its breakfast show. The deal will run for eight weeks from the start of next year.
It will include sponsorship credits on show, which is presented by Johnny Vaughan and Lisa Snowdon. It will also include a weekly feature called Free Flight Friday with easyJet.com, where Vaughan will become “Captain Johnny”, heading a virtual aircraft and offering listeners the chance to win return flights. The first week of the promotion will also see a holiday given away every day.
The deal, which has been developed by Global Radio Sales and OMD, follows an eight-week sponsorship of the station’s weather bulletins and “Free Flight Frenzy” on Margherita Taylor’s Monday show.
The show reclaimed the number one slot at breakfast in London according to Rajar figures during the third quarter to the end of September, with 862,000 listeners tuning in every morning.
Kellogg’s was the sponsor of the 95.8 Capital FM show for three years after signing a £6m deal for the Chris Tarrant show in 2003. It later resigned the deal and expanded it to include the Century stations in the north. The deal finished in 2006 and it has since had a series of shorter deals with brands such as Sunsilk and bmi, which had a year-long deal that ended in June.