Classic FM lands £1m sponsorship from Air Miles

by Daniel Farey-Jones, Brand Republic 26-Apr-06, 11:00

LONDON - Classic FM is producing its first podcast as part of travel loyalty company AirMiles' £1m six-month sponsorship of the 'Smooth Classics at 7' show, which starts on May 1.

AirMiles has begun a £5m campaign, also including press, outdoor and online, to support its relaunch and its new offer of value fares to its 20 most popular destinations.

City guides for five of these destinations will be produced as podcasts by the GCap Media-owned Classic FM as part of the deal, in addition to advertorials covering all 20 destinations, and promotions on the Simon Bates breakfast show.

According to Sarah Wood, director of marketing at AirMiles, the station's audience is a great fit with the profile of AirMiles' 8m customers, who are also big online users.

Louise Bennett, media partnerships executive at Classic FM, said: "AirMiles is a perfect partner for Classic FM and the introduction of podcasting is an exciting new way to reach our listeners."

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