Laithwaite's Wine targets Classic FM audience in six-figure partnership
Laithwaite's Wine, the independent wine merchant, has partnered Classic FM to fund a new 11-part series fronted by actor Simon Callow about the connection between wine and music.
The six-figure investment, brokered by VCCP Media, includes sponsorship credits and promotional trails, and exclusive content on classicfm.com.
The show, called 'Tasting Notes', began on Sunday and is based around research that claims flavour can be enhanced by music.
Each week Callow will host the two-hour show, which features many of the regions across the globe from which Laithwaite’s sources its wine, aiming to pair a piece of classical music with an accompanying glass of wine.
Listeners will be given the opportunity to order the wine featured in the upcoming programmes from Laithwaite’s Wine.
Glenn Caton, managing director of Laithwaite’s Wine, said: "With our wines, Classic FM’s audience and Simon Callow’s personal musical selection, we hope to create a uniquely engaging and enjoyable experience for Classic FM’s listeners and our customers."
Sam Jackson, managing editor at Classic FM, said: "In our 20 years of broadcasting, this is the first time that Classic FM has created a series that links the power of classical music and wine in such a ground-breaking way."Follow @loullamae_es
This article was first published on marketingmagazine.co.uk
- Digital Snr AM become £35k-£40k, Surrey
- Mid-Senior Level User Interface and User Experience Designer Salt £30000 - £50000 per annum, City of London
- Communications Executive EMR | Specialist Marketing Recruitment £200 per day, City of London
- Brochure Designer Blue Skies Marketing Recruitment £28-30k pro rata, London
- Junior Creative Team become £20k-£30k, London (Central), London (Greater)
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- UK agencies win 7 Media Lions
- Twitter to embrace power of TV in UK ad campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Ogilvy & Mather's radio work for Dove 'reduces Cannes jury to tears'