Best Use of Sponsorship (trade or consumer)
The winning entry was the BA and Heart 106.2 Sponsorship, by Global Radio for British Airways. This entry received a Silver award.
The sponsorship was aimed specifically at Heart FM’s Breakfast Show whose listeners make up the BA’s target demographic.
The sponsorship over-achieved its target by a hundred percent, raising awareness of the brand as well as encouraging positive attitudes towards it.
Judges were especially impressed with the sponsorship’s results. And listeners said they were more likely to book flights with BA as a result.
