- Home
- About IPC Media
- About our brands
- Contacts
- Press Office
- Licensing & Syndication
- Subscriptions
- Job Opportunities
- Advertising
- Marketforce
- IPC Direct
Press Office - Press Releases
IPC IGNITE PARTNERS 02 FOR PRIORITY CAMPAIGN
May 19, 2009
O2 has today signed a deal with Global Radio, IPC Ignite and Bauer Media to target live music fans. This activity forms part of O2's Priority campaign and will see O2 Priority Ticket messages integrated into editorial output.
The three partnerships are designed to promote the benefits O2 customers receive to a broad audience of live music fans and integrate tailored messaging into relevant music content. The partnerships will run until May 2010.
The deal involves a combination of Global Radio and Bauer Media radio stations, including Capital Radio, XFM, the Big City Network and NME Radio which will be used to target relevant areas for different venues across the country. At the heart of each partnership lies a specifically created concept called 'song tagging'. Song tagging is where immediately after a track has been played, a relevant O2 Priority Ticket message will run, if appropriate to that artist. After the tag, the next song on the station play list comes in thereby providing seamless integration into the music. This approach will be used to promote Priority Tickets for The O2 and O2 Academy venues.
O2 is also taking ownership of XFM's evening show which will be used to showcase live content from O2 Academy venues and offer listeners the chance to review O2 Academy gigs.
This deal also involves partnering with NME magazine, NME Radio and NME.COM creating editorially endorsed O2 Priority messaging integrated around relevant live music news, reviews and gig guides.
Commenting on the new partnership, O2's Head of Sponsorship Mark Stevenson said, "These innovative new partnerships are a great way to get the O2 Priority Ticket message out to music lovers across the country. It allows us to tell the right people about the right gigs in an interesting and engaging way.”
Richard Park, Group Executive Director & Director of Broadcasting, Global Radio said “We're delighted to be continuing our 16 year old relationship with O2. The deal based on song tagging across our London portfolio and a new partnership on Xfm demonstrates the innovative and creative flexibility of radio, whilst delivering clear benefits to Global Radios' audiences through O2 Priority.”
Paul Cheal, Publishing Director of NME, commented “By integrating into our live properties across NME magazine, NME.COM and NME Radio, O2 Priority is engaging directly with the world's most passionate music fans and rewarding them with an innovative new service”
Karen Stacey, Radio Sales Director at Bauer Media, said “We are delighted to be working so closely with O2 in a partnership that will create a real difference for our listeners, and O2, and its customers. The fit between the wide range of music radio brands we offer at Bauer and live music venues across the UK is perfect.”
O2 has a well established live music proposition following deals with key players in the live music industry - AEG and Live Nation - giving O2 title sponsorship of The O2 and O2 Academy venues across the country. Crucially, these deals allow O2 to offer customers Priority Tickets to gigs at these venues and other live music events nationwide on an ongoing basis.
O2 and its branded content agency Drum brokered the innovative partnership with the 'song tagging' approach being specifically created by Drum.
-ends-
For further information contact:
O2 Press Office
01753 565656
pressoffice@O2.com
