Classic FM and HMV set up classical music cross-promotion

by Daniel Farey-Jones, Brand Republic 26-Sep-05, 11:00

LONDON – Classic FM has linked up with HMV in a cross-promotion deal that sees the music retailer sponsor the broadcaster's chart show and allow the Classic FM brand a presence in its stores.

The 'Classic FM Chart Show with Mark Goodier' is broadcast on Saturday morning and counts down the top 30 classical music albums. Its pick of new album releases will be given an "As recommended by Classic FM" label in HMV's top 90 stores.

The first title to be promoted in this way will be 'Odyssey' by Universal Classics & Jazz artist Hayley Westenra.

Rudy Osorio, HMV classical and specialities manager, said: "We've been looking to work with Classic FM for a while now and there's something about this partnership that just feels right."

The deal also gives Classic FM full-page ads in bi-monthly customer title HMV Choice, and the relationship could be extended to hmv.co.uk and HMV's new download service.

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