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Global Radio strikes first partnership with Anadin
Heart FM has struck an 11-week partnership with Pfizer-owned pain relief brand Anadin in a deal that marks the first tie-up between Global Radio and the brand.
Heart FM: breakfast show presenters Jamie Theakston and Harriet Scott
The partnership, which was brokered by Vizeum, includes a promotion that features Heart breakfast show presenters Jamie Theakston and Harriet Scott "solving life's little problems".
People will be invited to share their problem live on air and a weekly winner will be given a £1,500 prize to solve their problem.
Global Radio will run ads on Heart London and sister station Capital FM to make the two stations' 4.2 million London-based listeners aware of the Heart promotion, which starts tomorrow (14 March).
Throughout the 11-week campaign, listeners will be invited to register and share "little problems" on an Anadin microsite, with a winner being chosen at random each Monday to talk to Jamie and Harriet.
The promotion will be backed by a unique theme tune and a "spot-the-difference game" on an Anadin microsite, which will offer users the chance to win an additional prize of £500.
Helen Cross-Fancy, brand manager at Pfizer UK, said: "Heart FM has a great reach in the London area and an upbeat, feelgood personality, which compliments Anadin's understanding and friendly brand positioning."
Follow Matthew Chapman at @mattchapmanUK.
This article was first published on mediaweek.co.uk
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