Sunday, July 14, 2024
Home Industry Baileys continues A-List deal

Baileys continues A-List deal

by RadioToday UK
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GCap Media has managed to retain Baileys Irish Cream as sponsors of the adult contemporary A-List chart show. The show, which commenced in March 2006, is presented by Gail Porter and Nick Snaith and airs on 62 UK stations, including the Heart, Century and Real Radio networks.

This four month, £½m sponsorship extension, negotiated by Carat Sponsorship for Baileys and managed by GCap Media, will run from 22nd April until the Summer, to coincide with Baileys’ marketing year end.

Helen Bagnall, Baileys brand manager, Diageo GB commented: “The Baileys success story has been built through a delicious product and communications that have consistently focused on the brand’s connections with good friends. For the past year we have sponsored The A-List chart show which has proved a successful vehicle to encourage people to enjoy and share Baileys with friends. The unique mix of lifestyle chat and artist led charts epitomise the contemporary and easy-going attitude of Baileys consumers and the Baileys brand is proud to be working with leaders in radio to develop this further .”

Rowena Johnson, sponsorship manager at Carat commented: “We're very pleased to be extending our partnership with The A-List. The past 12 months have been a phenomenal success for the show and the fact that Baileys was on-board from the launch has proved to be an invaluable asset to both brands. We've built a good relationship with the team at GCap and we're looking forward to continuing to develop new ideas and content for the show.”

Kirk Vallis, head of network sales commented: "Everything about this partnership has been a success so far; from having Baileys on board since day one to help shape the very essence of the show, to the audience increases we have achieved since launch and the fantastic research and consumption results we have seen for Baileys as a result of them sponsoring the show and brand. We have put in place new initiatives and features with Baileys to ensure year two provides even more interaction and entertainment between Baileys and its target consumers.”

The A-List is managed by hit40uk Ltd and produced by UBC Media.

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