Absolute Radio promised to play 'Gold' once for each gold medal won, and Team GB's four gold medals yesterday (7 August) mean that Absolute Radio will play 'Gold' at least 22 times on Monday's breakfast show.
The show will be sponsored by breakfast show partner Wickes as normal, but will carry special gold-themed idents, made by Absolute Radio’s in-house team. The show will also carry spot ads from a range of advertisers.
Absolute Radio has kept track of the tally of gold medals through 'The Tonyliser', a picture of Spandau Ballet's lead singer Tony Hadley on its website, which has turned increasingly gold, since announcing the plan.
‘Gold’ will be played in succession, meaning there will be more than 85 minutes of the song during the show, including a live studio rendition sung by Hadley himself.
At Absolute Radio’s Golden Square headquarters yesterday morning, British Olympic medallist and former 400m hurdler Kris Akabusi opened the station's newly painted gold doors in celebration of Team GB’s success.
Absolute Radio is also the official radio station of the BT London Live events, along with Bauer Media, and has been broadcasting from Hyde Park during the Games.
This article was first published on mediaweek.co.uk
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