British Travel Awards wins radio airtime
London’s commercial talk radio station LBC 97.3 has forged a partnership with the British Travel Awards.
Global Radio’s LBC 97.3 is driving its audience to vote for their favourite travel brands in advance of the awards in London on November 6.
There will also be a special awards edition of LBC 97.3’s dedicated weekly travel programme, Simon Calder’s Travel Clinic, to be broadcast on November 9 from 14.00.
This is the first time the awards organisers have worked with a radio partner.
The arrangement is due to develop further in 2009 with the merger of Global and GCap incorporating Classic FM, Capital Radio, Choice and XFM to add to the portfolio of current stations LBC, Heart and Galaxy FM.
Global Radio brand development manager Asha Chandegra said: “This is a unique partnership exclusive to LBC 97.3 and will give our listeners the opportunity to vote for their favourite travel companies as part of this prestigious awards ceremony.
“Travel is an incredibly important sector for Global Radio and its listeners. As a result we’ll be launching more new and exciting travel initiatives across our stations – so watch this space.â€
British Travel Awards CEO Lorraine Barnes Burton said: “We needed to find just the right radio broadcast medium to join our stable of active media partners and the interactive propensity and general profile of LBC’s listeners suited us perfectly.
“With LBC on board, The British Travel Awards continues to reach the widest cross section of consumers for any industry awards programme in the UK.
“With such a diverse voting audience exposed to The BTAs, we are not only finding out who consumers think are the best companies in travel, but we are also building a comprehensive picture of how the crunch is affecting consumer spending plans for travel purchases going forward via the attitudinal survey which is part of this year’s consumer voting form.â€
Phil Davies
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