Radio Times in Royal Mail tie-in

Radio Times has pulled off a sponsorship deal with the Royal Mail in a special promotion centred on the Queen Mother’s 100th birthday celebrations.

Radio Times has pulled off a sponsorship deal with the Royal Mail

in a special promotion centred on the Queen Mother’s 100th birthday

celebrations.



The 25 July issue of Radio Times will carry a 16-page supplement devoted

to the Queen Mother’s life, with solus sponsorship from the Royal

Mail.



The supplement has a 1.5 million print run. It will carry the sponsor’s

messages in strips across each page, a centre page spread in the form of

a postage stamp featuring the Queen Mother’s head and an

advertorial.



Claudette Laws, group advertorials and sponsorship manager for Radio

Times, arts and factual group, negotiated the deal with Royal Mail

marketing manager Emma Moore, Carat press manager Dominic Williams and

client manager Claire Goodlad.



Radio Times pitched against Hello! and the Daily Mail. Laws, who heads a

team of four, said her task in talking up the BBC brand was made more

difficult by the BBC’s decision not to broadcast the Queen Mother’s

birthday pageant.



Goodlad said the Royal Mail’s objective was to reach a large, upmarket,

female audience that had an affinity with the Royal Family.



She added: ’Radio Times stood out a mile. It delivered value over and

above what we were expecting.’



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