Disney has come aboard as a launch partner of Scala Radio's mid-morning show fronted by long-time BBC presenter Simon Mayo.
The new classical station from Bauer Media has attracted the entertainment giant as the first commercial partner of Simon Mayo’s new mid-morning show.
For six months, it will shine a light on Disney movie releases including The Lion King, Dumbo, Aladdin and Artemis Fowl with branded content across radio and digital platforms
Simon Kilby, chief revenue officer at Bauer Media, said: “Our insight has uncovered a modern audience using films as a gateway to classical music and this launch partnership with Disney for Simon’s first commercial show is a brilliant fit for the cultural explorers of Scala Radio.
“This bespoke creative campaign will capture our audience’s imagination with the most eagerly-awaited Disney titles arriving in 2019 accompanied by a modern classical soundtrack fitting of its place in modern life.”
The deal was brokered by OMD, and runs from 4 March until 4 August. The station is still pursuing additional partners.
The wider channel has AJ Bell, Bensons for Beds, Davidstow Cheddar, Disney, Emerald Waterways, Kilimanjaro Live Ltd. promoting Andrea Bocelli & Hans Zimmer, Regent’s Park Open Air Theatre, Salisbury International Arts Festival, Sandals Resorts, and Royal Historic Palaces, on board as sponsors.
This comes after Bauer absorbed Wireless Local, Celador and Lincs stations local stations in February.