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Sky broadens marketing reach in deal with Classic FM

LONDON - Sky has signed a deal with Classic FM as part of a wider campaign to get consumers to reappraise the brand, marking its first sponsorship with the radio station.

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Sky will sponsor 'Drivetime with Mark Forrest' for three months from today. During each show, Sky will receive 10 sponsorship credits lasting 10 seconds each, and a 40-second advertorial. Trails will also be played through the week across Classic FM.

The six-figure deal was negotiated by Classic FM media partnerships executive Lydia Arrowsmith and Sky's head of promotions Bob Suppiah.

BSkyB marketing director Charles Ponsonby said: "With this targeted marketing activity, we aim to stimulate a reappraisal of Sky's content by Classic FM listeners."

BSkyB recently launched a marketing campaign to encourage consumers to reconsider the Sky brand and the range of content available to combat slowing subscriber growth.

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