Absolute Radio signs Green Flag as traffic and travel sponsor

Absolute Radio has signed up breakdown service Green Flag as the first sponsor of its traffic and travel bulletins in a six-figure deal.

Green Flag: sponsors Absolute Radio's traffic and travel bulletins
Green Flag: sponsors Absolute Radio's traffic and travel bulletins

The six-month deal will run from 7 January to 7 July and the creative will centre on the message, "Keeping you moving, whatever it takes".

Absolute Radio will also run sponsorship trails for a series of 'Pit Stops' Green Flag is running around the UK, where it will offer public tutorials on changing oil, water and general advice on vehicle maintenance.

A brand takeover of the Traffic and Travel page on the Absolute Radio website is also part of the sponsorship package.

Lauren Croly, senior planner and buyer of investment at MediaCom, and Emma Smyth, head of sponsorship at Absolute Radio, brokered the deal.

Green Flag's sponsorship ties in with its brand promise that it will arrive on the scene of an emergency within 60 minutes, with customers receiving 50% off their next renewal if the promise is not fulfilled.

Creative for the sponsorship has been handled by CHI & Partners and tells the story of a man who breaks down as he tries to make it home in time for his child's bath time.

The deal follows December's news that Absolute Radio owner Bennett, Coleman & Co has re-entered discussions with potential buyers, after calling off a sale last year.

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

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email