Bauer Media has inked a seven-month partnership between Three and Kiss FM UK’s breakfast show with Rickie, Melvin and Charlie.
The deal, planned by media agency Mindshare UK, will see the show extended by an hour, running from 6am to 10am.
The partnership aims to drive awareness for Three’s 'use your phone abroad at no extra cost’ proposition. Three’s sponsorship of the Snowbombing Festival in Austria will also be promoted.
Abby Carvosso, group managing director, Bauer Advertising, said: “Our Three partnership is a first-class example of how we’re able to deliver hugely creative solutions for customers and utilise our multi-platform offering to create new conversations with consumers across our radio, print, digital and social assets.
“Through this partnership, Three will benefit from a single creative strategy and execution across brands like Kiss, heat, Grazia and Kerrang! and we couldn’t be prouder to showcase and celebrate this unified approach.!
Pippa Whybourne, lead campaign manager at Three, added: “We’re so excited about our partnership with Bauer. In the past they have delivered some great results for our brand and I am confident we are going to create strong, unique and exciting content across a multitude of platforms for our audiences and customers alike.”
The deal will be identified during the show three times an hour.