Radio offered the ideal opportunity to tap into this key ‘me’ time needstate on a regular & frequent basis. Reminding consumers that early evening should be about finding time for themselves; relaxing & enjoying Martini. We sponsored a specially created feature called “MARTINI Moments” each night at 7pm on Heart 106.2 & 100.7 FM. MARTINI effectively owned 7pm each night for five months with three ‘Martini Moments’ songs selected by listeners being played on air.

We achieved an average 56% discount from agency deal airtime rates. There were numerous amounts of added value, e.g. celebrity endorsement from Victoria Beckham, Rachel Stevens, Craig David & more = Priceless!Independently commissioned research showed a 10% increase amongst listeners to consider Martini next time buying an alcoholic drink.