ANALYSIS: SALE OF THE WEEK

’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.

’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’

time.



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.