Absolute Radio kicks off Travelodge activity

Absolute Radio is running a series of promotions for Travelodge as part of an integrated media campaign developed by Carat Sponsorship to highlight the breadth of the hotel chain's portfolio in London.

Absolute Radio: links up with Travelodge for London-focused promotion
Absolute Radio: links up with Travelodge for London-focused promotion

Using the tagline, "You can be next to something for next to nothing", the campaign aims to highlight the brand's down-to-earth, warm and welcoming approach and its 48 different locations around London.

From today (16 April), three on-air promotions will run until June and will be themed around music, the Queen's Jubilee and sport. Each promotion will reward listeners with trips to London, including two-night stays in a top Travelodge hotel, plus activities and spending money.

This activity will be amplified by three spotlight in-show features, which will send Absolute Radio DJs Richie Firth and Maggie Doyle ('Christian O’Connell Breakfast Show'), Pete Donaldson ('Absolute Radio 90s') to experience an event-filled weekend in London courtesy of Travelodge.

Listeners will have the chance to win the same weekend as the presenters. Prizes will include two-night stays in a Travelodge hotel, plus activities such as the London Thames Speed Boat experience, horse riding in Hyde Park, and London Eye and London Zoo tickets.

The partnership will be supported by online activity, including a dedicated microsite at www.absoluteradio.co.uk which will showcase the top five Travelodge London destinations, including Covent Garden, Waterloo, Docklands, City Road and Euston.

Louise Simkins, branded content director at Absolute Radio, said: "The tie-up has allowed for some creative on-air features and competition prizes, which will really help to add value to the partnership."

Amanda Burningham, associate director at Carat Sponsorship, said: "We needed to create a high-impact and engaging partnership for Travelodge that would bring to life the brand's honest and straightforward approach and showcase its plethora of London locations.

Absolute Radio recently offered listeners the chance to win tickets to the Uefa Euro 2012 championship in Poland and Ukraine, as part of its support for car manufacturer Hyundai's sponsorship of the tournament .

Follow Nick Batten on Twitter @NickBatten2

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

Twitter video launch: what marketers need to know

Twitter video launch: what marketers need to know

The roll-out of Twitter video is a positive move to further improve user experience, writes Andy Pringle, head of performance media, Performics UK (part of the ZenithOptimedia Group).

Share
'Too vague' Google forced to review data privacy policy

'Too vague' Google forced to review data privacy policy

The office of the Information Commissioner (ICO) has forced Google to review its privacy policy and improve the way it communicates to customers how it uses data.

Share
Tony Vickers service of thanksgiving on 23 February

Tony Vickers service of thanksgiving on 23 February

A service of thanksgiving for Tony Vickers, the former managing director of sales and marketing at BSkyB and sales chief at TV-am, will be held on Monday 23 February.

Share

Get news by email