Texaco is targeting motorists with a deal, through The Media Centre, to sponsor Grand Prix news coverage on 56 independent local radio stations.
The company is already putting 12m behind a three-year deal to sponsor ITV’s live coverage of Formula One racing, but has now extended this to radio with a UK network package sold by MSM.
Ninety-second news reports, produced by IRN, will be broadcast around each Grand Prix, topped and tailed by credits read by commentator Murray Walker.
IMP, TMC’s sister promotions agency, has devised the Texaco Pit-Stop promotion, which will be flagged in the radio broadcasts, and involves peel-and-reveal cards given out with Texaco petrol purchases.
Keith Robertshaw of TMC says: “Radio is a natural fit because of its heavy consumption figures among high mileage drivers and its immediacy as an in-car medium.”
He says the promotion is timed to begin now, with the fourth Grand Prix approaching, so it can build on existing awareness of the Texaco/ITV sponsorship and the oil company’s association with the Stewart Ford racing team.