Capital lands Dirty Dancing breakfast promotion

by Daniel Farey-Jones, Brand Republic 18-Apr-08, 10:55

LONDON - Capital 95.8 is to run a week-long promotion on its Johnny and Denise breakfast show for West End show 'Dirty Dancing' from Monday.

Johnny Vaughan and Denise Van Outen will invite listeners to email into the show with their reasons why both they and their friends deserve to 'Have the time of their life'.

The best emails of the day will be read out on air and at the end of the week, the best overall stories, as chosen by the breakfast duo, will win tickets to an exclusive 'Dirty Dancing' VIP event on Wednesday May 14, hosted by Denise.

The deal was conceived and negotiated by GCap Media's concerts and events account manager Viv Erbmann and AKA's head of outdoor and radio Rupert Bean and client services manager Luca Maclennan.

Bean said: "We decided to work with Capital as a direct result of Denise joining forces with Johnny at breakfast. Their chemistry makes their show the perfect vehicle for Dirty Dancing and we're very excited to hear how it will sound on air."

According to research conducted by the musical's promoters, Capital was the favourite commercial radio station among the show's audience.