Heat Radio names Ford as VIP advertiser

by Sarah Crawley-Boevey, Media Week 19-Sep-07, 12:20

LONDON - Heat Radio, the new digital radio venture from Emap, has announced car manufacturer Ford as its first launch advertiser.

The station, which Media Week revealed would run with five "VIP advertisers", rather than traditional 30-second spot ad breaks, hits the airwaves on Tuesday next week (25 September).
The 12-month, six-figure deal with Ford will see the company partner with the station for weekday mornings from 9am to midday for what Emap is calling a “cheeky and fun” show of celebrity news and gossip, presented by Paul Coyte.

A “light-hearted look at the world of entertainment” will be combined with listener interaction, competitions and features focused around the Ford brand.

Ford, which will be the only car partner for the station, will also run activity on www.heatworld.com, as arranged by Will Spence at media agency MindShare.
Heat Radio, which is targeted towards a predominantly young, female audience, will be a celebrity and music-based station closely linked with the print magazine, and will include celebrity takeover shows, live events and user-generated content, including celebrity spots from around the country.