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Wickes extends sponsorship of The Christian O’Connell Breakfast Show on Absolute Radio

Following on from a hugely successful year-long sponsorship of The Christian O’Connell Breakfast Show on Absolute Radio, Home improvement retailer Wickes has renewed its partnership for a further 12 months.

The seven-figure-deal was conceived by Carat Sponsorship and aims to deepen trade loyalty whilst reinforcing Wickes position as a brand for the trade which also provides the serious DIYer with the tools and advice they need to do a professional job.

The sponsorship will further highlight elements of Wickes strong trade proposition such as the extensive Wickes Trade Catalogue, next day delivery on all orders before 6pm, red pencil prices and price match guarantees, in a way that engages and resonates with tradesmen.

Sponsor credits across the network will be complimented by a further endorsement of Christian O’Connell’s Choice Cuts programme every Sunday. The partnership is supported by online activity, including a dedicated micro-site at which features product information, a re-skin of the Breakfast show page and links to the Wickes website.

The relationship with Wickes has proven to be an award-winning success; securing the prestigious Hollis Award in March this year, receiving the gold award from the Sony Radio Academy for Best Use of Branded Content in May and winning the Marketing Award at the Arqiva Commercial Radio Awards in July.

“This second 12 month partnership with Wickes follows three prestigious awards for the brand since partnering with the Christian O’Connell Breakfast Show,” said Emma Smyth, Head of Sponsorship at Absolute Radio. “Our flagship programme continues to be one of the biggest Commercial Breakfast shows in the UK and Wickes relaxed approach and sense of humour has allowed the team to be creative and embed the brand into the show.”

Absolute Radio Breakfast Show presenter Christian O’Connell said, “Wickes has been a fantastic commercial partner for the show. Like me, they understand what it feels like to work with tools every day.”

Rob Honeywood, Sponsorship Manager at Carat said, “Through engaging and humorous content, Wickes has made a connection with its key target demographic. We are delighted to be involved with an award-winning campaign that continues to go from strength-to-strength."

Source: Radio Centre

22 July 2013
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