Wickes to sponsor Absolute Radio breakfast for a year

Absolute Radio has scored a seven-figure deal for home improvement chain Wickes to sponsor its Christian O'Connell Breakfast Show for 12 months from today.

Absolute Radio's Christian O'Connell
Absolute Radio's Christian O'Connell
Wickes wanted to create a platform to regularly engage with customers in the building and decorating trade at the start of their working day, according to its media agency Carat, which landed the £23m account in December.

Carly Lucas, sponsorship account manager at Absolute Radio, negotiated the deal with Rob Honeywood, sponsorship manager at Carat Sponsorship.

The sponsorship will highlight the Wickes Trade Catalogue, next day delivery on all orders before 6pm, red pencil prices and price match guarantees.

Bespoke features will also focus on celebrating the trade and providing light-hearted entertainment which will appeal to all.

Amanda Burningham, associate director at Carat Sponsorship, said: "We identified radio sponsorship, specifically the Absolute Breakfast show, as a great vehicle to regularly engage with trade, at the start of their working day."

The breakfast show reaches over a million listeners, pointed out Emma Smyth, head of sponsorship at Absolute Radio. She said: "Our flagship programme added 201,000 listeners to their audience, as recorded from the latest RAJAR figures, totalling 1.226 million listeners."

A football-themed competition launched today, ‘Richie’s Penalty Shoot Out’, invites listeners to call in for the chance to win cash to spend at Wickes.

The sponsorship will be supported by online activity, including a dedicated microsite at www.absoluteradio.co.uk which will feature product information, a re-skin of the Breakfast show page and links to the Wickes website.

Rebecca Stokes, advertising controller at Wickes, said "We are excited to be partnering with Absolute Radio who have demonstrated a real understanding of, and passion for, our trade audience."

The previous sponsor of the Absolute breakfast show was McDonald’s, which began an eight-week deal on 19 March.


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

Latest

Virgin, Baileys and Camelot join the line-up at Media360

Virgin, Baileys and Camelot join the line-up at Media360

Virgin Media, L'Oreal, Homebase and Shell are just some of the brands gearing up to speak at Brand Republic Group's 11th annual Media360 conference next month.

Share
My Media Week: Paul Mead

My Media Week: Paul Mead

This week, Paul Mead, founder and managing director of VCCP Media, searches for a head of strategy and innovation, presents to News UK and wonders if he's the last person alive not to have finished 'Breaking Bad' yet.

Share
Sky launches #WatchOnSky automated viewing on Twitter

Sky launches #WatchOnSky automated viewing on Twitter

Sky has started to trial its #WatchOnSky tool on Twitter, which lets customers watch or record TV programmes by simply clicking icons contained within a tweet.

Share

Get news by email