Welsh homeworker tunes into local market with community radio

A Welsh homeworker has tuned into his lucrative local market by sponsoring a community-run radio station and even appearing on a music show.

Stuart Shimmin-Vincent, founder of the holiday creators, sponsored a category in the music awards run by Newport City Radio. The deal included 12 months of advertising and presenting the Best Male Solo award.

He also took along two top customers for the Love Live Music Awards ceremony held last month at a brewery bar venue in the city.

“From that I ended up co-presenting the Pure Country Show – we had a lot of Dolly Parton,” said Shimmin-Vincent.

“I managed to talk about music holidays and plug the holiday creators, and tours to places such as Graceland and New Orleans.

“We are getting business from the radio advertising.”

He said the radio adverts inspired the booking of four music tours, mostly tailored with the agency’s Atol, such as a tour taking in New Orleans, Memphis, Nashville and Dollywood, a Dolly Parton theme park in Tennessee.

“We have taken bookings of £20k, compared to the sponsorship which was £1k,” said Shimmin-Vincent, who said the increased visibility from the radio advertising has also prompted package holiday and cruise business.

He now plans to volunteer at the radio station, and hopes to present his own show, perhaps featuring 90s music.

“It’s about getting our name out in the community and giving back too,” he added.