Emap2 and Strongbow sign radio deal

Emap2, the company's creative solutions division, has signed up Strongbow cider in a £300,000 radio sponsorship deal lasting six weeks.

Listeners to Birmingham's Kerrang! and 10 of Emap's Big City Network stations will hear the brand's radio promotions, which centre around the tagline "Total First Pint Refreshment", complementing the current television campaign.

Beginning on 21 May, the campaign will see the launch of the "Strongbow First Pint Friday" in 66 pubs across the country, focusing on major cities including Birmingham, Edinburgh, Newcastle and Manchester, where the first 100 people into the venue on a Friday night will receive a free pint of Strongbow.The promotion targets 25 to 35-year-old men. A mobile phone service in which consumers can text a number to find out their nearest participating pub is being developed.

It was negotiated by Vicki Knights, head of sponsorship at Emap2 Radio, and Michaela Newton-Wright, account manager at MediaVest.

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