Cuervo Gold Tequila in the mix
with Xfm dance
12/09/2002
Cuervo Gold tequila has
signed a 10 month deal to sponsors all of Xfm’s dance
programming. The deal, negotiated by Sally Christian,
Sponsorship Manager at Carat Sponsorship, launches with
a promotion in the Christian O’Connell breakfast show
which starts on Thursday 12 September. It is a
completely bespoke cross-media package incorporating
on-air, on-line, print and club nights.

Xfm Dance incorporates The Remix presented by Eddie
Temple Morris and James Hyman, The Rinse presented by
James Hyman both broadcast on a Friday night and London
Xpress presented by guest DJ’s and Flo-motion presented
by Nick Luscombe on Sunday nights.

The campaign has been designed to increase awareness
and drive relevance amongst the 18-34 year old target
market, the campaign will also communicate the
versatility of Cuervo Gold which can be drunk as a shot
or a mixed drink.

The on-air activity will be supported at Xfm’s
monthly club nights, consisting of sampling, venue
branding, flyers and e-flyers and video mix visuals.
There will also be an online campaign on http://www.xfm.co.uk/ and in Xfm’s
magazine X-Ray that launches as a national monthly
magazine on 24th October.

Nick Harpe, Xfm's Client Development Executive said
'Cuervo Gold is a great brand to have aligned with our
award winning dance shows. There is an obvious fit
between the brand's shared attitudes and values.”

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