BA signs novel £2m sponsorship deal with Capital

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Staff

May 21, 2003

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BA signs novel £2m sponsorship deal with Capital

LONDON - British Airways has signed an innovative deal with Capital FM that will see it run what are being called radio's first 'advertrails' as part of a £2m advertising and sponsorship package.

BA will run advertorials on Fridays, called "something for the weekend". Broadcast in 40-second slots during Dr Fox's drive-time slot, the ads will promote weekend destinations.

And in what is dubbed as radio's first "advertrail", or a trail for an ad, BA will advertise its "something for the weekend" advertorials on Sunday evenings after the Top 40 chart show.

This spot will suggest to listeners that they could have a better weekend than the one they have just spent by catching the next "something for the weekend" slot.

The deal also includes sponsorship of weather bulletins on Chris Tarrant's breakfast show for 12 months. The deal was negotiated by Rob Day, group director of ZenithOptimedia.

Jayne O'Brien, head of UK and Ireland marketing for BA, said: "We want to build a strong and consistent presence in London and the South East. Capital has proved that it can deliver for us in the past and help make British Airways more accessible, especially to the youth market."

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Marketing