Travel Absolute Radio Drum News

Absolute Radio unveils nine week partnership with Travelodge


By The Drum Team | Editorial

April 16, 2012 | 2 min read

Absolute Radio has partnered with Travelodge, in a deal developed and negotiated by Carat Sponsorship and Absolute.

Running for nine weeks from today, the partnership will use the tagline ‘You can be next to something for next to nothing’, with promotions themed around themed around music, the Queen's Jubilee, and sport; with each offering listeners trips to London including two-night stays in a top Travelodge hotel plus activities and spending money.

Louise Simkins, Absolute Radio’s branded content director, said: “The partnership with Travelodge will celebrate the brands London locations in 2012.

“Travelodge are a little bit different from the rest, they’re refreshingly honest, down-to-earth and don’t pretend to be something they’re not, offering good value hotel rooms in great locations. The tie-up has allowed for some creative on-air features and competition prizes which will really help to add value to the partnership.”

The partnership will be supported by online activity, including a dedicated microsite to showcase the top five Travelodge London destinations including Covent Garden, Waterloo, Docklands, City Road and Euston.

Amanda Burningham, associate director at Carat Sponsorship, said: “We needed to create a high-impact and engaging partnership for Travelodge that would bring to life the brand's honest and straightforward approach and showcase its plethora of London locations. The integrated partnership with Absolute has been created to inspire consumers about the great experiences they could be having in London with Travelodge this summer.”

Travel Absolute Radio Drum News

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