This idea is archived

Connect to an affluent ABC1 audience through event radio

Provided by The Jockey Club
Programme sponsorship on Cheltenham's event radio station, broadcasting to an event and worldwide audience.

Tell us about the Opportunity / What is it?

Cheltenham Radio is an event radio station broadcasting on an 87.7FM RSL for 15 days in Cheltenham's racing season. This is a text station delivering high quality content on the racing events at Cheltenham, including previews, going reports, feature interviews, race commentaries and special material designed to bring home the unique big event flavour of racing at Cheltenham, the home of Jump racing. Programme sponsors are offered rights to individual programmes, with name mentions, contextual links, data capture and event marketing, with an online presence.

What is the Marketing Objective?

To deliver a communication platform to 440,000 spectators on the course, and to extend the reach of Cheltenham's brand, and that of its sponsors, through syndicating the station's content to affiliated web sites for whom that content has a value.

How does it work?

Programme sponsorship allows brands to interact with racing consumers who would have a propensity to purchase products and services that help them enjoy their racing even more, or directs them to a purchase to make their event experience spectacular.

Who's used it in the past?

Cross Country Trains sponsors the Travel News, drawing attention to the ease of travelling to the course by train, with a combination of on and offline prompts and hyperlinks to buy train tickets in advance. Guinness most recently drew attention to its 200th birthday by sponsoring a programme, directing spectators at the event to the Guinness mobile bar to enjoy a special occasion pint.Guinness has also used it more recently to promote responsible drinking., and online gaming site also launched a programme, enabling it to explain a new betting concept.

Features / Benefits

Frequent name mentions and the opportunity to acquire a racing personality to become your brand ambassador on the radio station. Online banners, advertising collateral on the Cheltenham web site, and by arrangement through other media partners. Event marketing exercises; eg providing a free radio earpiece to spectators, branded in your colours, permitting them to hear your brand message on air throughout their visit. Print solutions in Cheltenham publications. Text links off a web site receiving 3.5m page impressions.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kABC1 65% male, aged 35-55
35 - 44
45 - 54
LocationTimingsMarketing ObjectiveOpportunity Type
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