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The package sees the radio station and newspaper develop editorial initiatives based on the creative idea of American Express's current advertising campaign, "Long Live Dreams", which encourages people to live their dreams.

The package is kicked off by an American Express-sponsored show on Classic FM called 'Dreaming Aloud', which will feature high-profile people -- from celebrities to explorers -- who have realised ambitions. The show will be hosted by presenter Mary Nightingale and confirmed guests include arctic explorer Pen Hadow and ITN newsreader Trevor MacDonald.

The 13-week show, which will air at 6pm on Sunday evenings, will be promoted by trails on the station, as well as advertorials in the Daily Telegraph. Classic FM listeners will be encouraged to buy the Daily Telegraph through a competition to find readers who have fulfilled their dreams.

The best stories from members of the public will be featured in a 24-page supplement sponsored by American Express, which will be contained in the Telegraph's Saturday magazine on September 6.

Classic FM's side of the package was overseen by Simon Redican, head of media partnerships, a division dedicated to negotiating cross-media deals for clients. At the Daily Telegraph, it was overseen by ad director Chris White-Smith.

The deal was negotiated by American Express's media agency Carat and is the first time the newspaper and radio station have worked together in this way.

The deal exploits obvious similarity between their target audiences and the fact that both brands are keen to get involved in cross-promotion.

Ryan Sandilands, sponsorship manager at Carat, said: "It's a natural extension of the planning services Carat offers. It will raise awareness of American Express's 'Long Live Dreams' campaign and create understanding among consumers by bringing it to life."

American Express's "Long Live Dreams" campaign, created by Ogilvy Worldwide, broke in November across TV, outdoor, cinema, interactive and direct mail.

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