96.4 BRMB Changes Above The Line Focus With TV Push

Capital Radio has launched a major campaign to promote Birmingham-based 96.4 BRMB to listeners in the Central TV area.

The TV campaign, which marks a strategic change of direction in BRMB’s above the line advertising, is intended to strengthen the station’s brand as it repositions itself and integrates itself back into the Capital FM Network.

The creative, designed by Delaney Lund Knox Warren, targets lapsed and non-listeners and is intended to communicate a fresh approach to BRMB’s programming and music policy. The TV ad encourages listeners to “Try a Different Sound” and showcases the station’s new FM-style branding. along with its re-vamped breakfast show.

Commenting on the campaign, Kelsey Offord, head of strategic marketing for the Capital FM Network, said: “Changing the logo and launching a new advertising campaign are the first steps towards strengthening this local station. This combined with the refreshed music policy and change in the breakfast show indicates the importance of the station to the Capital FM Network.”

RAJAR data for the second quarter of 2002, shows that 96.4 BRMB has seen its weekly reach increase by 2.1% year on year to 682,000, up from 668,000 in the same period last year.

Capital Radio recently signed a deal with mobile marketing company Aerodeon to offer advertisers the opportunity to run SMS campaigns over the Pepsi Chart Show’s network of 100 radio stations (see Capital To Offer Advertisers SMS Initiative).

Capital: 020 7766 6000 www.capitalradiogroup.co.uk

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