Classic FM

Sampling

Brief

  • To sample Classic FM to new audiences & remind existing listeners to tune in.

Mediator's Creative Idea

  • Mediator created a Classic FM Favourites campaign which ran for two months with Hotel Du Vin, a brand that was a perfect fit with Classic FM’s affluent audience.
  • Guests at the hotel were given a free Classic FM Favourites CD selected and hosted by John Suchet, presenter of the Classic FM Breakfast Show.
  • The CD was played in restaurants at breakfast time and TVs in rooms were tuned into the station to provide an additional sampling opportunity when guests arrived.
  • Classic FM also engaged its own web users with a competition to win a Hotel Du Vin two night break.

Results

  • The promotion reached 1.8m people, of which over 150,000 sampled the station by taking a CD home and/or hearing it being played in the restaurants.
  • 100% of respondents to a survey said they would take the CD home to listen to.
  • 97% of non-listeners said they were now more likely to tune in.
  • The Hotel Du Vin competition on the Classic FM website received a huge response, 70% higher than average.
  • A media value of £164,000 and an ROI of 6:1 were achieved.