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ŠKODA to sponsor Smooth Radio’s breakfast show

ŠKODA is set to become the new sponsor of Smooth Radio’s breakfast show, as it looks to promote the new ŠKODA Rapid family car.

The three month sponsorship, negotiated by MediaCom, will begin on 19 November and will include advertorials to promote the USPs of the car.

John Walker, director of Real and Smooth’s creative solutions team, said: “We’re looking forward to working with ŠKODA to promote its new model at a time of day when in-car listening is high. The mix of sponsorship credits and advertorials will give both recognition of the new ŠKODA Rapid and further information about its USPs.”

The deal is said to be worth a ‘significant’ six figure sum.

Helen Bainbridge, national communications manager at ŠKODA, added: “We are really excited to be partnering with Smooth radio for this campaign. The perfect audience fit is vital to deliver brand awareness and consideration of ŠKODA Rapid, the newest member of the ŠKODA family.”

Featured by The Drum