Objective

1. Sponsorship & Promotion Case Study: Blossom Hill on Smooth Radio • Objective • To reinforce Blossom Hill’s association with Wimbledon – Blossom Hill are the official wine of Wimbledon • The Idea • An integrated media approach, using on-air and online activity: • Launch Drive promotion • Sponsorship of Wimbledon Specials during one week of special programming • Sponsorship of Wimbledon sport updates • Online activity for the duration of the campaign • Timings • 11th June – 6th July 2008 • Promotion • To kick off the Wimbledon coverage we ran a launch promotion across all Smooth Radio Drive Time shows the week prior to tournament • Each afternoon (Mon-Fri) the presenter brought a contestant to air & asked them a series of tennis related questions - taking on points like a game of tennis e.g. 15 love, 30 love, 40 love, game (up to 4 questions) • If the contestant answered all 4 questions correctly they won the game & a Fortnum & Mason hamper • Each contestant who won from Monday – Friday was put into a draw to win tickets to Wimbledon on the final Friday. The prize included private chauffeur transfers, 2 nights accommodation & spending money • Wimbledon Specials • Blossom Hill sponsored a week of Wimbledon specials in 6 at 6 during the first week of Wimbledon hosted by Andrew Castle. • 6 at 6 is a feature on the Smooth Radio Network, featuring a celebrity guest and their six favourite songs.Guests across the week were Tim Henman, Ian Ritchie, John Lloyd, Tony Hawks and Jeremy Bates • Sponsorship of Wimbledon Sport Updates • Every day during Wimbledon, Gary Taphouse, our sport correspondent, reported from Wimbledon across the Smooth Radio Network • Reports covered all the news from the All England Club, plus regular score updates • Online • A fully branded microsite with information on Blossom Hill, the on-air activity & their on-pack promotion • There was another opportunity to win online. Listeners answered a simple question to go into a draw to win a case of Blossom Hill wine • An online Wimbledon scoreboard was created which was updated daily with all the Wimbledon match results • Blossom Hill also had a combination of leaderboard, MPU and Banner ads for the duration of the campaign Research The post campaign research conducted by Millward Brown is testament to the success of the activity. Smooth listeners were 250% more likely to recognise the on pack promotion than non listeners and 27% more likely choose the Blossom Hill brand in the future Nominated for Best On-Air Sponsorship on UK Radio at the 2008 NDL Radio Academy Promotion and Marketing Awards