Capital Gold London Launches Taxi Ad Campaign
Capital Gold is planning to launch a six-figure brand advertising campaign across black cabs in central London to build awareness of the station in the capital.
The campaign, which will run for six months from June, follows a logo change at the station and a repositioning of the product to appeal to a younger 35 to 54 year old audience.
Jo Williams, Capital Gold’s network marketing manager, commented: “This advertising campaign is part of Capital Gold’s assertive plans to grow its share of the London audience. Despite the disadvantages of an AM frequency, the station remains a significant player in the competitive London marketplace. This campaign will target the non listener and encourage trial.”
The ads are themed around the strapline “one track and you’re back” and show a typical listener who transforms into their music idol by listening to Capital Gold.
The campaign aims to take the listeners back in time, with its trademark “golden oldie” tunes. According to Williams: “Research tells us that our most powerful unique selling point is the memories that our music evokes for our listeners. We have a broad play list that encompasses the greatest hits of the last 40 years. That’s a lot of very personal, special memories.”
According to the latest RAJAR data for the period ending March 2003, Capital Gold London saw its weekly reach decline by 19.3% year on year to 1,037,000, down from 1,285,000 in the same period in 2002.
The station’s parent company, Capital Radio, recently unveiled the blueprint for its new commercial division, which has been restructured to provide greater customer focus and more emphasis on selling the group’s portfolio of brands (see Capital Unveils Newly Restructured Commercial Division).
Capital Radio also hit the headlines this week following speculation that Guardian Media Group is to make a bid for the company (see GMG Looks To Expand Radio Interests With Capital Bid).
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
Recent Radio Stories from NewsLine GWR Sells Vibe Following Competition Rebuttal Emap Rolls Out New Digital Radio Stations On Freeview Capital Lures New Listeners With Major Ad Campaign
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left