brief background Branded content is gaining popularity in all media, not just radio, because it offers the guest brand the opportunity to get “inside the editorial” of the host medium to maximise connections with consumers. With radio this is particularly powerful because of the strong relationship between listener and station – radio is often called the “intimate medium” and listeners usually characterise radio as “a friend”. So, in simplistic terms, when a presenter on someone’s favourite radio station offers some entertainment “thanks to our friends at Company X”, at this point Company X has begun to be included in the warm friendship that exists between listener and presenter. what is branded content on radio? Branded content is a very broad term – with radio it basically means any brand involvement beyond normal spot ads. Branded content comes in many different forms, for example: Long-term sponsorship – where your brand sponsors an existing programme or feature, in order to secure a place in the listeners’ lives Sponsorship of off-air activities such as concerts, festivals etc, where your brand can harness some of the excitement and coolness of the event Advertiser-funded programming – where new content is created for your brand to create exactly the right impression with the listener Harnessing the multi-media interactivity which is now possible, using SMS texts, Podcasts and microsites within the station website, etc Your brand can even sponsor a whole station to create a sense of ubiquity and cool passion for branded content Passion for the Planet's unique output delivers speech features in appealing short form chunks. These range from "serious" information led "nano-programmes" such as "HANDSonEARTH" to lighter, fun biased "fast features" such as "WEBfile". There's light and shade, fun and facts, a wide variety of "off the shelf" branded content opportunities to match your message. bespoke branded content Passion for the Planet can also offer the opportunity to create content specifically to highlight your business. A number of clients have already taken advantage of this exciting route to customers. Listen out for "DIETessentials" [with Vibrant Life], "PASSIONforGADGETS" [with Pure Digital] and "FAIRshareTRADE" with the Traders University. If you'd like to know more about the variety of advertising and sponsorship opportunities available with passion for the planet please contact our sales team on 020 8417 8333 or email us at sales@passionfortheplanet.com

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