02.12.2004

107.6 Juice FM, home of the Louis Hurst Breakfast Portion, barely into its second week has announced one the biggest deals in Liverpool’s radio history. As part of Juice FM’s £350 000 marketing investment, the Heritage Market Liverpool is to sponsor Louis’s ‘Breakfast Portion’.

The ‘Breakfast Portion’ sponsorship currently airing on Juice FM, plays on ideas linking award-winning breakfast show host, Louis Hurst, to scenarios around the Heritage Market site.

Frank Tough, Estate Manager at Heritage Market Liverpool comments on the campaign…

107.6 Juice FM is the perfect local station for us. It’s a vibrant growing brand which is totally responsive and has super creative ideas. We look forward to a long and fruitful relationship. None of the usual boring concentrate…always a fresh approach from Juice)

Mediavest in Manchester has also planned and booked an integrated advertising campaign designed to create Breakfast trial via a huge marketing push across Merseyside in early 2005.

The value of the breakfast sponsorship, which is a six figure sum, is the biggest in Juice’s history strengthening its current position with the key objective of becoming the number one breakfast show for the 15 – 34 age group over the next three years.

Clive Dickens, Programme & Operations Director for Absolute Radio (UK) adds…

“These are two big milestones for us at 107.6 Juice FM Liverpool. The signing of our biggest ever sponsorship deal and the unveiling of our biggest ever marketing campaign. We are taking the battle for Liverpool’s Breakfast listeners to the streets.”

Editor’s notes

107.6 Juice FM is NTL Commercial Radio Station of the Year 2003 and now boasts a growing weekly audience of almost 200,000 making it the second biggest commercial radio station in Liverpool. Part of the Absolute Radio (UK) Group, the station has been very successful in appealing to Merseyside's 15-34 year olds.

107.6 Juice FM was acquired by Absolute Radio on 26th September 2003. Absolute Radio (UK) shareholders are Absolute Radio International, Ulster Television plc. and Eurocast Gmbh. AR (UK) is actively pursuing the acquisition of other existing UK radio licenses and applications for new radio licences in the UK.