Capital Lures New Listeners With Major Ad Campaign

Capital 95.8 FM is launching a major TV and cinema advertising campaign, in an attempt to attract new listeners in the London area.

The integrated multi-media campaign will launch later this week to promote the recent changes to the station’s music policy.

The initial activity will include a TV campaign that will run across the Carlton and LWT regions for the next four weeks. This will be followed by a cinema promotion that will appear on 400 cinema screens across London from 13 June to 31 July.

The ads, devised by DLKW, will emphasise the variety of music played on the station and will feature tracks from a range of artists including Christina Aguilera, Salt ‘n’ Pepa and Justin Timberlake.

Commenting on the campaign, Carl Lyons, marketing director for Capital FM Network, said: “The new ads demonstrate that 95.8 Capital FM’s music is better than ever by using the striking, likeable device of lip-synching to showcase a surprising variety of tracks. The sign-off line ‘London’s never sounded better’ reflects the best-ever-music message whilst confidently asserting our passion for our city.”

The initial activity will be supported by an ambient media push, which will use tube card panels, sandwich bags and coffee cup holders to get “closer” to Londoners.

The latest RAJAR data for the three months to March 2003 shows that Capital 95.8 FM saw its weekly reach decline by 10.5% year on year to 2.4 million. Meanwhile, the station’s closest London-based rival, Heart 106.2, saw its weekly reach increase by 10.1% year on year to just over 1.8 million (see RAJAR Results Q1 2003 – Capital 95.8 FM Feels The Heat In London).

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

Recent Radio Stories from NewsLine New Emap Team To Sell Youth Radio Brands Nationally Emap Launches Magic Digital Radio Promotion Capital Targets Listeners With New Broadband Network

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left