E-Malt.com News article: UK: Singha Beer runs Xfm Drivetime promotion to celebrate 30 years in UK

To celebrate 30 years in the UK, beer brand runs on-air and online promotion on Xfm Drivetime Show
GCap Media's Xfm has signed a six figure sponsorship deal with Singha Beer to celebrate 30 years in the UK, brad Intelligence reported September 11.

Singha Beer will sponsors Xfm's daily Triple X feature, which is broadcast daily on Ian Camfield's Drivetime Show.

The feature will ask listeners to nominate their favourite songs from the last 30 years with one listener winning the chance to introduce their nominated song live on air. This on-air sponsorship activity will be supported by home page promotion on Xfm.co.uk.

The deal also includes four Podcasts, each studying an important genre of music from the last 30 years, ranging from punk to the current day. Promoted on air and produced by Xfm's John Kennedy, the exclusive Podcasts will be available to download from the Xfm and iTunes websites

David Cooper, account manager at GCap Media, said "It's great to see Singha Beer partnering with Xfm and we were pleased to work with BJK&E in creating this innovative multi-platform solution to help celebrate their landmark anniversary."

Gareth Rees, BJK&E senior planner buyer added: "Xfm provides the perfect environment for Singha Beer to celebrate 30 years in the UK, and the audience of young, articulate, opinion forming, independent individuals is ideal for our objectives".

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14 September, 2007