EMAP Advertising has signed up Diet Coke, Sky and Boots to complete its line-up of “VIP advertisers” for the relaunched Heat Radio. The digital-only station relaunched yesterday.
The brands join Ford, which is the first advertiser to use the station’s new advertising model (MW last week). The station is allowing brands to get involved in the station’s programming and will not carry any traditional spot advertising.
It is creating an “exclusive club” of five advertisers that will use the station. Andria Vidler, managing director of national digital radio brands, says that there are talks with three clients over the final slot.
Diet Coke will be the “partner” for a daily afternoon show called Diet Coke Break, which will run between 2pm and 5.30pm, and be hosted by DJ Rachel Hopper. This week it will feature Big Brother twins Amanda and Sam Marchant.
Sky is working with the station on a weekly Saturday show called My Sky Plus, which will star celebrities talking about their favourite shows. The first show will feature Big Brother’s Chanelle.
Boots is using the deal to support its 17 Cosmetics line through a weekly show called “Star Style with 17 Cosmetics. It will be presented by Heat editorial staff Lucie Cave and Bronagh Meere. It will include features on street style and a live clinic where listeners can email problems.
Emap says the majority of advertisers have signed up for a minimum of three months, although Ford has signed a 12-month deal with