Gaydar Radio signs Clinique for health campaign

by Paul McNally Brand Republic 17-Apr-08, 10:30

LONDON - Six presenters on digital radio station Gaydar Radio have agreed to take part in a personal fitness challenge as part of a sponsorship deal with skincare firm Clinique.

The station, part of the company that owns the Gaydar gay dating website, has signed Clinique Skin Supplies for Men as the sole sponsor for its annual promotion in the run-up to the summer holidays, called Six Weeks To Summer.

The campaign, which launches on Monday, ties in with a series of on-air features on how to get into shape for the summer, with advice on grooming, exercise and healthy eating.

DJs on the station will be set a challenge to achieve a healthy look for the summer, and will keep an on-air and online diary charting their progress.

Clinique will also take over the homepage of the GaydarRadio.com website and will be cross-promoted on the station's social networking site, GaydarNation.com.

Gaydar Radio broadcasts on DAB radio in London and Brighton and also airs nationally on Sky.

According to its own research, the station claims a weekly audience of 340,000, although it does not subscribe to official audience figures from industry measurement body Rajar.

Gaydar won the award for digital radio station of the year at last year's Sony awards, and is nominated again this year, alongside GCap Media's up-for-sale digital station Planet Rock and the BBC Asian Network.