Irish airline Aer Lingus has signed an £800,000 six-month deal which will see it sponsor Johnny Vaughan and Lisa Snowdon’s Breakfast Show on London station Capital FM.
The deal, which starts in March, was negotiated by media agency MediaVest. Aside from on-air exposure and integration, it will include podcast and on-line elements.
The rationale for the sponsorship is to make Londoners aware of new Aer Lingus routes out of Gatwick. These include flights to Nice and Munich. The deal gives Aer Lingus access to just under one million listeners per week.
Meanwhile, Classic FM (part of the same group as Capital) has signed an ad-funded programme deal with British Airways – for a 13-week series called Travellers’ Tales.