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The Drum

Absolute Radio and Auto Trader ink sponsorship deal for traffic and travel bulletins and breakfast show promotions

Auto Trader has inked a month-long sponsorship deal for Absolute Radio’s Traffic and Travel bulletins as well as a week-long promotion across the station’s flagship programme, The Christian O’Connell Breakfast Show.

The package also includes a dedicated online Auto Trader smart hub at absoluteradio.co.uk, while further on-air promo trails, live reads and spotlights will feature across the Absolute Radio network.

“The Traffic and Travel takeover allowed us to deliver on a brief which placed Auto Trader in the ideal environment to reach their target audience, while offering high frequency, rotating messaging. In addition, the brand will be exposed to a weekly reach of 1.5 million listeners on the Christian O’Connell Breakfast show,” said Emma Smyth, head of sponsorship at Absolute Radio.

As part of the Christian O’Connell Breakfast Show sponsorship, the presenter will take two callers to air each day for one week, in a competition entitled ‘Higher or Lower’ via the Auto Trader website.

Listeners will be asked to correctly guess whether each car in a sequence of five has a higher or lower sales price valuation than the last, with a chance to win £5,000 towards a car of their choice on Autotrader.co.uk.

The campaign was negotiated by Absolute Radio’s head of promotions, Katherine Knapp, and Zoe Schmid at Vizeum.