Lloyds TSB sponsors Johnny Vaughan show on Absolute Radio

Lloyds TSB, the official banking and insurance partner of the 2012 Olympic and Paralympic Games, is sponsoring Absolute Radio's 'BT London Live' show hosted by Johnny Vaughan.

Johnny Vaughan: Absolute Radio presenter
Johnny Vaughan: Absolute Radio presenter

The radio partnership will highlight Lloyds TSB’s 'Local Heroes' campaign, which has provided funding and recognition to 1,000 emerging Olympic and Paralympic hopefuls since 2008.

Vaughan and co-host Tiffany Cherry, an Australian TV presenter and former athlete, are broadcasting from Hyde Park every day during the BT London Live festival and will be joined by comedians, musicians, presenters and Olympians.

Editorial support for the sponsorship, led by Vaughan and Cherry, will include updates on how Lloyds-sponsored local heroes, including swimmer Leuan Lloyd and gymnast Georgina Cassar, are getting along during the tournament.

A dedicated micro-site at www.absoluteradio.co.uk will promote Lloyds TSB's support of the Games and will encourage people to visit its Facebook site to tag themselves in the crowds watching the Olympic Torch Relay.

Emma Smyth, head of sponsorship at Absolute Radio, said: "The show has been specifically scheduled to appeal to audiences as the country travels home for the duration of the greatest summer of sport this country has ever seen and will maximize the communication of the Lloyds TSB brand."

The show started on Friday (27 July) and will broadcast from BT London Live between 5pm and 7pm every evening and will be repeated across the rest of the Absolute Radio network of stations from 6pm to 8pm.

When the show is broadcast on Absolute Radio's network the links from the main show will be intertwined with the music that is played on each station, such as rock (on Absolute Classic Rock) or music from the 1980s (Absolute 80s).

Absolute Radio and Bauer Media won the rights to be the radio partner of BT London Live in February and then Absolute announced it had signed former Capital breakfast presenter Vaughan to front its Olympic show in March.

London Live is being put on as a partnership between Mayor of London, The Royal Parks and The London Borough of Tower Hamlets and is sponsored by BT, as was first revealed by Media Week's sister magazine Marketing.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).