Elizabeth Arden Smells Success With Capital Sponsorship

95.8 Capital FM has announced that Elizabeth Arden’s latest fragrance, Fifth Avenue After Five, will be sponsoring its evening, Feelgood Friday Show with the deal marking one of the first long-term sponsorships on radio by a fragrance brand.

The six month campaign will cover on-air, online and sampling activity. The radio show will target listeners in the ‘going out mood and mindset’, helping the fragrance to own the ‘after 5’ period.

The radio show will broadcast each Friday from 7pm to 1am, carrying sponsor idents for the brand, with the Feelgood Friday pages on capitalfm.com also displaying messages from the sponsor.

Commenting on the initiative, Gail Alexander from MGOMD, who brokered the deal with Kate Bettel from GCap, said: “Feel Good Friday is a perfect fit for Elizabeth Arden’s new fragrance ‘After Five’. The show reflects the out going, young and dynamic attitudes of the After Five consumer.”

She continued: “Typically radio has a hard time getting on to the schedules of fragrances but this is a great partnership which complements each brand.”

According to the latest RAJAR figures for the three months to June, Capital 95.8 regained the top spot in London whilst maintaining its share of listening at 6.1%, with a total of 1.94 million despite an 8.01% decline period on period (see RAJAR Results Q2 2005:Capital Regains Top Spot In London).

This summer, Capital FM’s managing director, Keith Pringle, announced that Nik Goodman would be taking up the senior position of programme director for GCap Media’s flagship brand, 95.8 Capital FM (see Capital FM Splits Top Management Role).

Capital Radio: 020 7766 6000 www.capitalradiogroup.com