Sponsorship & Promotion Case Study: Blossom Hill on
Smooth Radio
Objective
To reinforce Blossom Hill’s association with Wimbledon – Blossom Hill are the official wine of Wimbledon
The Idea
• An integrated media approach, using on-air and online activity:
• Launch Drive promotion
• Sponsorship of Wimbledon Specials during one week of special programming
• Sponsorship of Wimbledon sport updates
• Online activity for the duration of the campaign
Timings
11th June – 6th July 2008
Promotion
• To kick off the Wimbledon coverage we ran a launch promotion across all Smooth Radio Drive Time shows
the week prior to tournament
• Each afternoon (Mon-Fri) the presenter brought a contestant to air & asked them a series of tennis related
questions - taking on points like a game of tennis e.g. 15 love, 30 love, 40 love, game (up to 4 questions)
• If the contestant answered all 4 questions correctly they won the game & a Fortnum & Mason hamper
• Each contestant who won from Monday – Friday was put into a draw to win tickets to Wimbledon on the
final Friday. The prize included private chauffeur transfers, 2 nights accommodation & spending money
Wimbledon Specials
• Blossom Hill sponsored a week of Wimbledon specials in 6 at 6 during the first week of Wimbledon hosted
by Andrew Castle.
• 6 at 6 is a feature on the Smooth Radio Network, featuring a celebrity guest and their six favourite songs.
Guests across the week were Tim Henman, Ian Ritchie, John Lloyd, Tony Hawks and Jeremy Bates
Sponsorship of Wimbledon Sport Updates
•Every day during Wimbledon, Gary Taphouse, our sport correspondent, reported from Wimbledon across
the Smooth Radio Network
•Reports covered all the news from the All England Club, plus regular score updates
Online
• A fully branded microsite with information on Blossom Hill, the on-air activity & their on-pack promotion
• There was another opportunity to win online. Listeners answered a simple question to go into a draw to
win a case of Blossom Hill wine
• An online Wimbledon scoreboard was created which was updated daily with all the Wimbledon match
results
• Blossom Hill also had a combination of leaderboard, MPU and Banner ads for the duration of the campaign
Research
Nominated for Best On-Air
Sponsorship on UK Radio at
the 2008 NDL Radio Academy
Promotion and Marketing
Awards
The post campaign research conducted by Millward Brown
is testament to the success of the activity. Smooth
listeners were 250% more likely to recognise the on pack
promotion than non listeners and 27% more
likely choose the Blossom Hill brand in the
future