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Selco, the UK’s fastest growing builders merchant, has partnered with Simon Mayo’s Drivetime show on Greatest Hits Radio, sponsoring Sport with Matt Williams. The partnership marks the first national sponsorship of the legendary presenter’s 4-7pm show.
The activity was developed in collaboration with independent media agency Love Sugar Science, who saw an opportunity to evolve Selco’s existing sport affiliation; reaching new audiences in a fresh environment with opportunity to overhaul the approach to listener value through editorial activations.
The partnership comes as Q4 2021 RAJAR results recently revealed that the Greatest Hits Radio Network achieved a record reach of 4.1M and listening hours of 33.1M*, and saw reach in London increase by an impressive 49.3% on the last quarter.
Running for 12 months, the six-figure campaign will see Selco partner with the radio network on integrated sports content that will air every hour from 4:30pm during the show, Monday to Friday. Plus, an editorial weekly showcase will highlight the week’s sporting ‘Real Deals’, combining world class sporting headlines and Selco’s amazing offers available each month.
Simon Kilby, MD, Bauer Media Advertising, said: “This campaign not only reinvents and strengthens Selco’s affiliation with Sport, but benefits from Simon and Matt’s intimate connection with their audiences. We’ve seen Simon’s loyal fanbase follow him over the years from the BBC to Greatest Hits Radio and the numbers continue to grow.”
Carine Jessamine, Marketing Director, Selco, added: “Our relationship with sport has been an integral part of giving our brand a regular valuable role in our audience’s world. And after many successful years the time had come to reboot that relationship and to create new news in our key markets. The teams showed real ingenuity in creating a partnership filled with firsts and we are excited to get going.”
Jessica Scott, Co-Founder, Love Sugar Science, said “We have built an inventive partnership with Bauer that took commitment and bravery from all teams involved. Breaking new ground is never easy but proved essential to getting Selco the relationship with sport coverage that would help to tell their own evolving story. It is going to be brilliant to get this live and kick Selco’s sport association up to a whole new level.”
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*Greatest Hits Network Sales figure which includes all partner stations sold by Bauer under the Greatest Hits Radio Brand
For further information, please contact:
Cat Martin – Communications Director Bauer Media Audio
E: email@example.com, T: 07932746363
Odelia Yu – Senior Commercial Communications Executive, Bauer Media
E: firstname.lastname@example.org, T: 07718124791
About Bauer Media UK:
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.
About Selco Builders Warehouse:
With hundreds of trade brands always in stock, Selco’s 69 UK branches are firmly focused on helping tradespeople complete their jobs as quickly and effectively as possible. As well as offering trade services, Selco also has a strong digital presence including Click & Deliver, a Click & Collect service and a new website. For more information on Selco visit www.selcobw.com
About Love Sugar Science
Love Sugar Science launched in 2019 with support of Goodstuff’s ‘Start Stuff’ initiative. The team’s offer focuses on bringing a bit of creative swagger to classic challenger brand thinking to make media experiences that motivate in the, so called, age of bombardment. Alongside Selco, clients include, Poundland, Greenpeace, Coventry Building Society and The Appreciate Group.
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