Classic FM seals first dotcom deal

Classic FM has brokered its first sponsorship deal with a dotcom in move worth more than pounds 400,000.

Classic FM has brokered its first sponsorship deal with a dotcom in

move worth more than pounds 400,000., 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 -

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.