Smooth signs Honda as first national sponsor

Smooth Radio has signed Honda as a sponsor ahead of the GMG Radio-owned station's national launch in England on 4 October.

Smooth Radio: goes national in England next week
Smooth Radio: goes national in England next week

Honda's first activity on Smooth will be a sponsorship of the drivetime show, which it will couple with a competition to run throughout launch week offering a Honda Jazz as a prize in Mark Goodier's mid-morning programme.

The switch to national broadcasting in England was announced earlier this year, following changes to legislation in the Digital Economy Act.

The switch will make Smooth Radio the UK's second-largest commercial radio station after Classic, when it launches next week, upping its reach beyond the current 2.7 million people a week it recorded in the first three months of the year.

Under the strapline "Everything we do goes into everything we do", Honda will use the sponsorship of the drivetime programme to promote its overall brand and values, as well as the benefits of The Jazz and Civic models.

Jonathan Gillespie, GMG Radio Group's commercial director, said: "There's a great synergy between the Smooth and Honda brands and we are delighted to welcome them on board as launch partner.

"The flexibility we now have with a national brand means we have been able to create a number of opportunities that work for both Honda and our listeners."

The initial six-month deal was brokered by Starcom and GMG Radio Solutions.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Timeline: A look back at April Fool's marketing

Timeline: A look back at April Fool's marketing

It is every pranksters' dream day, but now the annual practical joke occasion is an opportunity for brands to put themselves in the eye of gullible/on the ball consumers via creative pranks. Here, we take a look back at the best hoaxes throughout the last decade.

Share
Brands on Buzzfeed: Just add puppy GIFs

Brands on Buzzfeed: Just add puppy GIFs

We take a look at McVitie's posts on Buzzfeed (a long look, puppies are involved), James Cordon's bod and an even longer look at April Fool's Day pranks over the past decade.

Share
Martin Sorrell: Advocacy is part of advertising

Martin Sorrell: Advocacy is part of advertising

Advocacy is not threatening to usurp advertising because they are both part of the same process, according to WPP's chief executive, Sir Martin Sorrell.

Share

Get news by email