Opus radio sales has signed a six-figure deal with fabric conditioner brand Comfort Vaporesse to run sponsorship slots throughout Sunday programming on Classic FM.
The year-long deal starts on the station at the beginning of July and will include 40 slots to run in key strategic slots during the day to the station's 6.9 million listeners.
Using the strapline "Comfort Vaporesse makes ironing a dream", the promotion will seek to position Sundays as the ideal day to do the weekly ironing.
The on-air sponsorship is set to run in conjunction with an online campaign on the Classic FM website, where Classic FM listeners can win an "Ironing Angel" who will do their ironing for them every week for a year.
Fatim Kesvani, brand executive, Comfort, said: "We know people daydream when they iron and relax to Classic FM, so it seemed the perfect area to explore.
"The fit here was obvious as people use Vaporesse ironing water, listen to the radio and day dream, all of which are designed to make ironing more enjoyable."
The Comfort deal was brokered by Opus Sponsorship and Promotions in partnership with Initiative Media and Cow PR.
This article was first published on Media Week