GWR Pushes Local Stations In Ad Campaign

The GWR Group is to launch an ad campaign to highlight the local nature of its brand. The radio group, which owns 37 local licences and Classic FM, is spending £1 million on the campaign.

Kicking off with 48-sheet posters and bus sides across twenty of its stations from next month, the push will continue throughout May and June. The first prong of the campaign is tailored towards individual towns covered by the group’s stations. Using recognisable visual images of the locations, the campaign uses the tagline “Don’t you just love it round here?”.

A further element will target Radio 1 listeners and the national nature of its broadcasts. Posters in Bristol will have taglines saying, “Have you ever heard Radio One mention the M32?”

Jonathan Galvin-Wright, business development director at HHC, the ad agency behind the campaign, said: “It can’t have escaped many people that there is a war being conducted on our streets between the UK’s radio stations. For GWR there is a great story to tell about the affection that each of the stations’ listeners have with their local GWR station. Our work will reinforce these values and continue to appeal to listeners who want radio that is their radio.”

GWR: 020 7284 3000