GCap Media's Classic FM will market the Nescafe Collection through radio broadcast sponsorship, magazine content, branded CDs and events sponsorship supported with TV and online media, as the coffee group sponsors the station for its outside concert and two live events.
The partnership, which started on April 3 and will run initially for six months, will see a range of coffees marketed in an attempt to capture a target audience.
The deal was brokered by Louise Trinder and Caroline Holmes from the Classic FM Media Partnerships Team and Dan Fletcher and Kimberly Orchard from MindShare Performance.
Louise Trinder, group head Classic FM media partnerships, said: "We are delighted to be working with Nescafe. The activity is a great illustration of how Classic FM can deliver fully integrated solutions for advertisers."
Emma Holme, Nescafe brand manager, said: "Insight showed that one of the main interests of our target audience was classical music and so the association with Classic FM gives us the opportunity to reach them in an engaging and meaningful way."
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