’They wanted to be less doctor and more nurse, mainstream yet
relaxing and not gym but health farm,’ says John Adlam, sales executive
at Classic FM. He is referring to the brand requirements of private
healthcare specialist Bupa for its ad campaign on Classic FM.
The cross-media push launches this week and is broadcasting across a
section of Classic FM airtime known as the relaxing ’turquoise’
The ad takes the shape of a mini feature offering listeners general
health news and information on Bupa’s products.
Part of the plan is to draw people to the Classic FM website, which has
been linked to Bupa’s personal site for the campaign.
On-air advertising will be backed by a Bupa-sponsored CD, cover-mounted
on the Classic FM magazine .
’The campaign shows Classic FM to be more than just a radio station -
it’s an ideas factory for advertisers,’ boasts Adlam, who secured the
deal with MediaVest.
Even so, Adlam admits he sweated blood and tears to get the deal signed
off despite the fact that Bupa was confident the average Classic FM
listener buys private healthcare.
Got a potential sale of the week? E-mail Lexie.Goddard@haynet.com.