Mentholatum’s Deep Heat brand has become headline sponsor of the weather reports on Smooth Radio in a six figure deal brokered through the7stars.
The three-month national campaign has targeted Smooth Radio’s 40-59 year old target audience and launches on September 19.
The sponsorship push has focused on on-air and online promotional activity designed to further engage listeners with the brand as well as two week-long drivetime promotions which will air during the campaign, inviting listeners to call in to win a daily cash prize when they hear a ‘hot’ or ‘hot and cold’ related song.
The sponsorship push for Deep Heat has followed from the £500k deal the7stars’ negotiated for the brand to become headline sponsor of ITV1’s Daybreak National Weather, as well as a multiplatform deal with Skysports for Deep Freeze.
Jill Stuart, Deep Heat brand manager at Mentholatum said: “This is a major campaign for Deep Heat, and our first foray into radio. the7stars’ campaign delivers well on our engagement brief and we’re looking forward to seeing the results.”
Jane Power, head of radio at the7stars, added: “The target audience has a real personal connection with Smooth Radio, making it the ideal partner for Deep Heat. The drive-time promotion and online competition will act as gentle reminders to listeners of the Deep Heat brand, keeping it front of mind during the winter months.”