11 March 2024
PopMaster launches on a weekend for the first time in partnership with Dacia
In celebration of the launch of car brand 顿补肠颈补鈥檚 new game changing fully electric All-New Spring, it has partnered with Greatest Hits Radio to launch a new campaign full of 鈥榞ame changing鈥� moments. For the first time in its 26-year history, the iconic music quiz PopMaster with Ken Bruce will air over a weekend (16-17th March).
This 鈥楪ame Changer Weekender鈥� is the first of four for Greatest Hits Radio, all in partnership with Dacia. As part of the campaign, the station will also shake up its schedule; listeners will be able to hear Simon Mayo on a Saturday afternoon when he shares one of his Confessions with Richard Allinson and Jackie Brambles swaps her weekday evenings for Sunday afternoons when she pops up on the Album Show. Over the following weekends, listeners will also be able to hear new segments such as 鈥楪ame Changers 鈥� Hall of Fame鈥�, a 鈥楪ame Changers Countdown鈥� and 鈥楪ame Changers 鈥� The Award Winners鈥�.
In addition to the activity on Greatest Hits Radio, other Bauer Media Audio brands Magic Radio and KISS are supporting the campaign by encouraging people to get outdoors in time for Spring, offering a chance to win A Year Of Outdoor Adventures. Live reads on KISS will shout about sustainability and changing things up to make a difference, whilst Magic Radio will embrace the ease of use of the vehicle for families and time spent outdoors.
Simon Kilby, MD, Bauer Media Advertising, said: 鈥淭his campaign is a true example of a collaborative commercial partnership. Building on 顿补肠颈补鈥檚 pre-existing campaign we鈥檝e managed to weave its messaging around game changing sustainability into the fabric of our stations, creating something new, entertaining and impactful. Ken Bruce鈥檚 PopMaster continues to make listeners stop what they鈥檙e doing and tune in every weekday at 10:30am, so we know that they鈥檒l flock to listen to this historic weekend game, helping Dacia reach a mass audience of engaged listeners.鈥�
Ken Bruce added: 鈥淭wenty-six years in and PopMaster continues to surprise, and I鈥檓 really looking forward to hosting a weekend edition for the very first time. It鈥檒l certainly be a gamechanger for me as half ten on a weekend morning usually finds me pottering around at home not at work, but there鈥檚 a first time for everything 鈥� even at my age!鈥�
Graham Robertson, Dacia Marketing Manager, said: 鈥淲e鈥檙e incredibly proud to bring the Spring to the UK. Already speculated to be most affordable new electric car on the market, it鈥檚 going to be a true game-changer. This partnership kicks off at an exciting time for our brand, and we believe Bauer鈥檚 audience is perfect fit for those craving in an affordable new electric car.鈥�
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For further press information, please contact:
Odelia Yu 鈥� Commercial Communications Manager, Bauer Media
E: odelia.yu@bauermedia.co.uk M: 07718124791
About Greatest Hits Radio:
At Greatest Hits Radio it鈥檚 all about the music and the unique feeling that hearing a great song gives you, with listeners able discover an upbeat, authentic, fun and entertaining format where the 鈥楪ood Times Sound Like This鈥�. Targeting an audience of 40+, the station plays the biggest songs of the 70s, 80s and 90s including music from iconic artists such as Blondie, Queen, George Michael, Madonna, Fleetwood Mac, David Bowie, Elton John and Whitney Houston.
Featuring a presenter line-up of legendary broadcasters including; Simon Mayo, Mark Goodier, Pat Sharp, Paul Gambaccini, Jenny Powell and many more, Greatest Hits Radio is part of the Hits Radio Brand Network. Find the station on your radio, mobile or ask your smart speaker to play 鈥楪reatest Hits Radio.鈥�
About Dacia:
Born in 1968, then relaunched by Renault Group from 2004 across Europe and Mediterranean countries, Dacia has always offered the best value for money cars by constantly redefining the essentials.聽As a game-changer, Dacia proposes simple, multi-purpose, reliable cars in tune with customers鈥� lifestyles.
Dacia models have become a reference on the market, including Sandero, the best-selling retail car in Europe each year since 2017; Duster, the best-selling SUV to European private customers since 2018; and Jogger, the C-segment versatile family car.聽Present in 44 countries, Dacia has sold more than 8 million vehicles since 2004.
Dacia launched in the UK in January 2013 and enjoyed the most successful start ever for a new car brand in the UK. More than 250,000 Dacia vehicles have been sold in the UK to date.
