Classic FM has brokered its first sponsorship deal with a dotcom in
move worth more than pounds 400,000.
SharePeople.com, the on-line share trading company, will sponsor Nick
Bailey’s Easier Breakfast Show from 1 May with an option to run for a
year. The show airs from 6am to 8am, Monday to Friday and has a weekly
reach of more than 1.3 million adults.
As well as on-air sponsorship credits, SharePeople will receive both
airtime and internet branding on the Classic FM website. SharePeople
will have exclusive sponsorship access to the title of Nick Bailey’s
Easier Breakfast Show off air, as well as access to Nick Bailey for PR
Research and analysis is planned before and during the sponsorship.
Julian Rigamonti, sponsorship executive at Classic FM, negotiated the
deal with Walker Media. Rigamonti said an ideal partnership had been
forged as both companies were aiming to ’transform brand perceptions of
elitism into those of greater accessibility’.
He added: ’The fact that Classic FM is listened to by ten million adults
shows the station is well on the way to achieving its goal.’
Rigamonti suggested radio was the best medium to complement internet
usage and offered advertisers an uncluttered market. ’The growing belief
among agencies that ITV is unfairly driving up advertising prices for
dotcoms is continuing to strengthen radio’s position,’ he added.
SharePeople will receive a series of sponsorship credits on the show,
which has never been sponsored before. The programme will be introduced
as ’Nick Bailey’s Easier Breakfast in association with SharePeople.com -
the easier way to trade shares’.
Different straplines will be rotated throughout the sponsorship period
to keep the advertising message fresh. The creative work will be
produced by WCRS in association with Classic FM and Walker Media.
The Easier Breakfast pages on Classic FM’s website will also include
SharePeople branding and a clickthrough banner to the SharePeople
Continental Research will track the success of the campaign.
Nicki Hare, account director at Walker Media, and Rigamonti said the key
strategy for the sponsorship was to build SharePeople’s brand and
promote the advertiser as an easy way for people to trade shares
However, the airtime support will also be used for short-term objectives
such as informing listeners of the range of services on offer.
SharePeople offers international trading from one account, as well as
simple cash management tools and portfolio information.
Customers are charged a basic fee of pounds 17.50 per trade and a
bi-annual fee of pounds 25. The site is designed to be used by novice
traders as well as seasoned investors.