The insurance brand will become the first sponsor of Heart FM’s 10am to 1pm national radio show, presented by former children’s TV host Toby Anstis,
Its Premier division will also sponsor weekend afternoon shows on sister Global Radio station Classic FM under the deal, which lasts for one year.
The sponsorships will include related promotional activity, both on-air and on the Heart website, such as the opportunity to have a picture of a listener’s pet featured on More Than’s future pet insurance TV ads.
More Than’s head of brand, Tim Dixon, says: “Radio sponsorship is an important part of More Than’s advertising strategy for 2010 and we are delighted to be embarking on a partnership with Heart & Classic. It will help us build and maintain our brand awareness with Heart & Classic listeners as well as providing an environment outside of ‘spot’ advertising to bring to life our brand promise of ‘We Do More’.”
The campaign has been brokered by Starcom Mediavest.
Yesterday (13 January), Marketing Week revealed how online jobs company Monster.co.uk is taking up its first radio sponsorship with an exclusive partnership with 95.8 Capital FM’s breakfast show, hosted by Johnny Vaughan and Lisa Snowdon.
Monster.co.uk’s package includes sponsorship and online activity focused on the theme “Kick Start Your Day and Your Career”. It also includes a competition called Celebrity Job Swap, where listeners have a chance to win £3,000 every week.