As the nation looks forward to Britain’s biggest matrimonial event since Charles and Diana married in July 1981, advertisers have been integrating their brands into wedding themed radio promotions all over the country. Thanks to some relaxation in Ofcom’s Broadcast Code at the end of last year, brands have been able to build stronger partnerships with stations and their listeners through an even greater lever of integration into station content. Here are just a few examples of these partnerships:
Absolute Radio & BT: Presenters have been directing people to a special Facebook page, where people can choose what song should be played for BT advert couple Adam & Jane’s first post-wedding dance. Another way the BT brand has been integrated into the Absolute show is by offering the chance for one lucky couple to get married live on air, at London Zoo.
Smooth & Kenyan Tourist Board: Smooth have also seized this brand integration opportunity by giving listeners the chance to win a romantic trip to Kenya (where William and Kate got engaged) thanks to the Kenyan Tourist Board. Simon Bates has been playing clips on air, inviting people to guess the voices of celebrities saying “I do”.
Many regional Commercial Radio stations are also exploiting the big occasion to promote local venues. BRMB have run a competition to win a naked wedding at Brook Honiley Court Hotel. Jack FM have been following a couple during their build up to a live wedding at the Malmaison Hotel.
Other campaigns include Hobgoblin allowing Kerrang listeners to win an alternative wedding at their Wychwood Brewery, and Radio Aire providing a wedding experience to the couple who raises the most for Cash for Kids.
By using Britain’s love of radio & the vastly relaxed Ofcom regulations during a big national event, a more central focus can be put on advertiser’s brands, multiplying their wider marketing campaign. Here is more information about what Radio Brand Integration can offer your brand.