Specsavers wanted to specifically target a male 45+ audience in the North East. Sales growth for Specsavers in the North East is good - but needed to sustain this growth by pushing the value for money message at Tyne Tees customers with low disposable incomes.

To sustain sales growth in the Noth East region.

Specsavers sponsored the Legends Show from August 2008-May 2009. The show runs nightly from 6-8pm & is a 'must listen' appointment for football fans in the North East. Presented by Bernie Slaven, Micky Horswill & Malcolm McDonald (ex-North-East footballers). Specsavers also sponsored the Saturday Legends show from 1-3pm each Saturday.

The sponsorship was heard by just over 1 million listeners over the 10 months, delivering impacts of 101 million. The sponsorship did a really good job of reaching the key 45+ target audience. 65% of all sales across the region come from the 45+ age bands and Legends listeners are predominantly aged 45+ & C2DE so Specsavers used this to push their value for money credentials.

The client and the Store Managers have been delighted with the sponsorship and the Legends Show sponsorship has renewed for next season. Client Quote: 'The Legends sponsorship has been great for Specsavers. Football is such an avid pastime in the North East, we couldn't think of a better way to communicate with customers. The Legends themselves are great characters and Specsavers is proud to be associated with Real Radio North East and the 3 Legends' - Ellie Knowleden, Specsavers Marketing Manager, North East Region.