Initiative Media extended 'Classic Italia' to Classic FM's entire portfolio delivering a perfectly integrated plan, hitting the consumer at every contact point.The entire series of 'Classic Italia' was recorded on to a CD which was bound to the front of Classic FM magazine along with a recipe booklet inside the CD case. Listeners were directed to buy the magazine with the free CD on it.

Press advertising and advertorials ran in all the copies of Classic FM magazine on sale during the radio activity. Classic FM website posted information on the music being played and the Friday morning recipes.