Clear Channel Radio Sales has pulled off a major coup for the local
radio sponsorship market, landing a deal with national brand Tetley
The recently restructured sales house is aiming to bring on board a raft
of national clients who will advertise across its network of local
stations in the UK. The Tetley deal marks the first of a new portfolio
of blue-chip clients that CCRS hopes to entice.
The deal, worth pounds 250,000 represents the first large-scale radio
promotion for the tea brand.
Brand advertising will be syndicated nationally across all 80 local
stations within the CCRS portfolio. The ads will run as a five-week
campaign at the beginning of April.
It coincides with Tetley’s national promotion next month, giving
consumers the opportunity to collect tokens in exchange for sports
equipment for schools.
The deal was negotiated by Adam Findley, recently appointed head of
sponsorship at CCRS, and Jo Lunt, planner at media agency MarketTiers on
behalf of Tetley.
Findley said: ’We spent most of last year pulling the network together
and have positioned ourselves as the only radio sales house that can
deliver a UK-wide campaign via local radio. We offer one point of
contact for the client, making our string of local radio stations an
easy proposition to buy into. All our sponsorship and promotions can now
be produced centrally and syndicated across the network.’
Lunt said: ’The client was interested in using CCRS because of its
capability of securing national coverage within local stations
throughout every corner of the UK.’