Capital drivetime in sponsorship deal

Booking.com, the digital travel platform, and Capital, the pop music station, have announced a major partnership…

The deal sees Booking.com sponsor Capital’s Drivetime show. The multi-platform campaign is designed to inspire millions of listeners to embark on their next travel adventure Global, owners of Capital, note.

Capital Drivetime broadcasts weekday from 4-7pm on the radio station across the UK and features the biggest names in music and entertainment and targets a desirable demographic for advertisers, offering high engagement during the prime commute home time slot.

Ryan Pearson, Booking.com regional manager:

“We are thrilled to partner with Capital Drivetime and connect with the nation during their commute home.

At Booking.com, we believe in helping everyone experience the world. This partnership enables us to inspire listeners with exciting travel possibilities for their next adventure – whether it’s a weekend getaway or a dream vacation.”

The partnership will see Booking.com connecting with Capital listeners through a series of on-air features tailored to both regional and national audiences. The partnership extends beyond the airwaves with exclusive competitions offering listeners the chance to win travel experiences, as well as original content across the station’s digital and social media channels, including Capital’s TikTok account.

Katie Bowden, Global’s managing director of commercial audio:

“I’m delighted to welcome Booking.com as a new partner of Capital. With its massive audience and highly engaged listeners, Capital is a fantastic platform to inspire people to book their next adventure. Starting in January is perfect timing as so many people are thinking about their next trip and we’ll be following up with exciting activations across the year.”