Clear Channel bags Tetley deal

Clear Channel Radio Sales has pulled off a major coup for the local radio sponsorship market, landing a deal with national brand Tetley Tea.

Clear Channel Radio Sales has pulled off a major coup for the local

radio sponsorship market, landing a deal with national brand Tetley

Tea.



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.’