Heart 106.2 Launches Dream Ticket Promotion

Chrysalis-owned London radio station Heart 106.2 is launching a major marketing campaign to promote its Drivetime show.

The campaign, which is the second phase of the station’s marketing initiative, will give listeners the chance to win a luxury holiday. Running throughout July the ‘Dream Ticket’ promotion will give away over £100,000 worth of holidays to destinations including the Maldives, Rio de Janero and Dubai.

The competition will be supported off air by a £300,000 above the line marketing campaign featuring three different executions created by London design agency Elliot Borra Perlmutter. The campaign, which was planned by MediaVest, will appear on over 500 buses, as well as 4000 London Underground Tube tickets. A viral marketing campaign and targeted direct mailings will also coincide with the main promotion.

Steve Parkinson, Chrysalis Radio’s marketing director, said: “Following the summer distractions of football, tennis, jubilee celebrations and mixed weather conditions, what better way of moving on than talking about thirty of the world’s top holiday destinations.”

Heart 106.2 recently appointed former InStyle marketing manager, Tina Finch, as its new marketing controller. Finch, who took up the position earlier this month, is responsible for developing the Heart 106.2 brand across London and on a national scale (see Heart 106.2 Appoints New Marketing Controller).

According to RAJAR data for the three month period ending March 2001, Heart 106.2 saw its weekly reach increase by 7.4% year on year to 1,680,000.

Chrysalis: 020 7221 2213 www.chrysalis.com

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