Online car platform Motors has become the headline sponsor of the Johnny Vaughan Weekday Drivetime Show on Radio X as part of an all-year-round multimedia consumer marketing campaign.
The show attracts 902,000 listeners every week with 50% in the market to buy a used car.
The sponsorship, which runs until the end of the year, also includes co-branded content opportunities with prize giveaways on Radio X and Heart.
This is the latest high profile marketing commitment for Motors following its recently announced two-year headline sponsorship of The British Motor Show.
“We’ve built a close relationship with Radio X and its listeners through last year’s sponsorship of the Chris Moyles Show and are looking forward to further driving awareness through our sponsorship of Johnny Vaughan’s hugely popular show,” said Lucy Tugby, marketing director of Motors.
“This investment marks the beginning of the next phase of our multimedia consumer marketing campaign, targeted to put the Motors brand in front of even more potential used car buyers, further demonstrating our commitment to generating high volumes of leads for our dealer partners across the UK,” she said.
“Following last year’s successful Out of Home campaign, we are investing further to reach 80% more billboard sites and postcodes, with new attention-grabbing visuals which we believe will prompt in-market buyers to consider visiting our platform to search for their next car,” said Tugby.
Motors is also investing in a new national digital and print billboard campaign.