CAMPAIGN MEDIA AWARDS 2000: THE IRN NEWSLINK AWARD - Best Use of Radio - Winner: DHL it with Capital FM, Friday, 01 December 2000 12:00AM



Title: DHL it with Capital FM

Media Agency: MVi Total Sponsorship

Director of Sponsorship: Andy Westlake

Account Director/Media Planner: Jess Williams

Creative Agency: MVi Total Sponsorship

Client: DHL Worldwide Express

Marketing Director: Mike Bull

Media/Brand Manager: Tracey Mabbitt


Title: Hong Kong Radio Promotion

Media Agency: Drum PHD

Executive Chairman: Tess Alps

Account Directors/Media Planners: Mark Boyd, Emma Beard

Client: HKTA (Hong Kong Tourist Association)

Brand/Product: Hong Kong City of Life

Media/Brand Manager: Marie Prince


DHL's brief was to target ad hoc users of express carriers - those who use such services intermittently - and ensure that they had DHL at top of mind when the need arose.

MVi Total Sponsorship's response was to develop a unique tie-in with Capital FM.

Capital FM gives away as many as 100 prizes to listeners every week.

So, DHL became the radio station's official prize delivery company, with the presenter promising the lucky prizewinner: 'We'll DHL it over to you today.' In addition, two promotions were developed to promote DHL's international capabilities. The results included 26 per cent spontaneous awareness of the company among listeners.


Drum PHD set out to boost Hong Kong's appeal via a tie-in with two radio stations, Classic FM and Virgin Radio. The strategy was to take presenters to Hong Kong and turn them into ambassadors of the city. For Classic FM, this meant Henry Kelly in Hong Kong, while Virgin offered Suggs in Hong Kong. The results included an upturn in visitors and a positive effect on relations with trade partners - all for a budget of just pounds 250,000.

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