Smooth Radio - Marketing and Sponsorship

Marketing and Sponsorship

When Smooth Radio launched as a national network, GMG launched a hoarding and television advertising campaign featuring eight "Smooth Ambassadors" – listeners chosen to represent the station's "zest for life". Each advertisement included a piece of information about one of the ambassadors, and something they were currently doing. The campaign ran throughout October and November 2010. A later campaign featured Simon Bates, whose breakfast show attracted increased listening figures in London in early 2011.

The station has signed a number of sponsorship deals with advertisers, often for a particular show or for competitions associated with the advertiser. Its first major sponsorship deal was with Honda, which sponsored the drivetime show upon the station's launch. In July 2011 GMG signed a 13-week deal with gaming website Foxy Bingo to sponsor Smooth Radio's afternoon show, and a three month deal with ATS Euromaster to sponsor the drivetime show began in September 2012. As part of a three month deal with Tetley Tea announced in October 2011, Smooth Radio's logo appeared on Tetley products sold in British supermarkets. In August 2011, GMG announced a deal with the magazine publisher IPC whereby Smooth Radio would sponsor the TV Times Awards. A trip to Kenya was given away in association with the Kenya Tourist Board in the lead up to the 2011 royal wedding; the winners would stay at the Lewa Wildlife Conservancy, where the royal couple became engaged.