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Promotional ideas and technique. Always radio, always positive.

Jazz FM’s de facto Latin takeover

Salsa Celtica - Fri 30 July 2010-0280

On Bank Holiday Monday, 7 May Jazz FM plans to drop all its ads and go all-Latin, all-day.

The initiative is sponsored by specialist travel agent Journey Latin America.

Recent changes to the broadcast code on brand integration allow this sponsorship deal to be reflected in the programming: tune to Jazz FM on May Day and you’ll hear music from South and Central America that has a true Latin swing and station imaging with voice drops in Spanish and Italian.

Programme controller Mike Vitty said:

Music featured will be a mix of Latin-infused cuts from Cuba, Mexico, Argentina, Colombia, Bolivia, Peru and, of course, Brazil. The Jazz FM presenters and producers are very excited about this project and it seems they simply can’t wait to samba.

Jazz FM’s partnership with Journey Latin America also extends to feature material on the station website.

Picture: Salsa Celtica by the Queen’s Hall on Flickr. Used under Creative Commons licence