Kleenex to sponsor Talk Radio weepie

Talk Radio UK has attracted an ideal sponsor for its real-life “weepie slot”, Our Tune, on the new Simon Bates radio show.

Kleenex Tissues has signed a six-figure deal to sponsor the programme for one year. Our Tune consists of listeners’ tales of tragedy and heart break, read out on-air and followed by a sentimental record. It is Kleenex’s first radio sponsorship.

Simon Bates’ face and the Talk Radio UK logo will appear on boxes of Kleenex and point-of-sale material as part of the deal. The sponsorship will also consist of on-air credits during the “weepy slot”, and these will be linked to promotions and competitions.

The Kleenex logo will appear in a future Talk Radio national press campaign.

Ian Hamilton, European marketing director at Kimberly-Clark, manufacturer of Kleenex, says the Our Tune slot is likely to be used to inspire creative work for Kleenex’s above-the-line ad campaigns. “The deal will herald some of the most innovative and creative synergies ever seen between a media owner and client in the UK,” he says.

The deal was arranged by Kimberly-Clark media buying agency John Ayling & Associates.

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