Archers signs year-long sponsorship deal with 95.8 Capital FM

by Daniel Farey-Jones, Brand Republic 29-Jul-05, 11:00

LONDON - Archers will tomorrow begin a one-year sponsorship of 95.8 Capital FM's Saturday evening show 'Party Capital', in a six-figure deal brokered by Carat Sponsorship for the drinks brand.

The 6pm-9pm show is designed to connect the brand with 18- to 30-year-old women as they get ready for their Saturday nights.

The latest sponsorship deal follows positive results achieved by the Diageo-owned drinks brand when it sponsored another Saturday evening radio show called 'Hairbrush Divas' on the Century FM regional network, which is also owned by GCap.

It has now transferred its exposure to London with this deal, conceived and negotiated by Vicki Connerty at Carat Sponsorship.

"Archers' sponsorship of Hairbrush Divas on Century Network was a hard act to follow, but we've worked hard to ensure that our sponsorship of 'Party Capital' hits the ground running.

"The re-worked format and in-show bespoke features perfectly complement our 'Something for the Ladies' strategy," Connerty said.

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