Regional broadcasters i102-104 and i105-107 have just agreed a major sponsorship deal with Corona Beer to launch the sponsor titled ‘Corona Hour’.
The new programme will run for an hour from 2pm every Saturday on both stations.
The Corona Hour will be commercial free (apart from the sponsor’s name) and aims to play “feel-good music designed to put the smile on your face and energise you to get the party started”.
Hosted by Ezeke Gray, a native of Jamaica, iRadio will be supporting the sponsorship with sampling of Limes and other Corona merchandise every week and they will also be doing Corona Hour events at venues across the two franchise areas.
Neither party would discuss the value of the deal which gives Corona full brand ownership of the hour and also includes sampling, promos advertising the programme midweek, online support on both iRadio websites and social media involvement.
iRadio CEO Rena Maycock says that Corona is a perfect partner in this initiative: “We had an idea to have one hour of completely ad-free fun and happiness on the stations each Saturday that would help listeners get into the party mood and we looked for a brand partner that would help us to achieve that. Corona is a natural brand fit and they could see our vision for the potential impact this programme could have on the mood of the two regions by creating a 15 county party that you can attend without leaving your living room. In addition we have also found that there is a huge audience out there that don’t want to listen to sports programming at weekends and we want to provide those listeners with a super quality alternative.”
iRadio is also on the eve of launching the O2 sponsorship of its’ text-lines across both stations.
i102-104, which covers the west and north-west, launched in February 2008. This was closely followed by its sister station i105-107, which covers the midlands and north-east, in November of the same year.
The Corona hour launches on both i102-104 and i105-107 on Saturday 2 April 2011