Bauer Media has signed a partnership with Three and Kiss FM UK’s breakfast show with Rickie, Melvin and Charlie.

The seven-month partnership, planned by media agency Mindshare UK, also sees the show extend its daily broadcast by one hour – to challenge the ‘biggest Breakfast Show’ slot in London.

Starting today, the campaign will drive awareness of Three’s ‘use your phone abroad at no extra cost’ proposition. Outside of the flagship sponsorship, the campaigns promotional activity will centre around Three’s sponsorship of the ...