LBC launches first branded content campaign

Chrysalis’ speech station LBC 97.3FM has developed its first branded content campaign, for Italian restaurant chain Ponti’s.

The six-month promotion runs from 8 April to 28 October and includes a weekly food show supported by on-air and online promotions.
The hour-long Ponti's branded show will focus on health, nutrition and topical food related issues, such as tackling childhood obesity. It will sit within the Wendy Lloyd show, which is broadcast on Saturday between 12pm and 3pm.
Pre-recorded trails will direct listeners to the LBC website. A Ponti's microsite, hosted at lbc973.co.uk, will include content from the show, Ponti's recipe podcasts and restaurant vouchers. There will be a monthly competition to win a dinner served and prepared at home.
Philip Inzani, marketing and development director at Ponti's, said: "LBC has delivered an innovative cross-media promotional campaign, which places the Ponti's brand at the heart of LBC 97.3FM's weekend programming."


 

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