GMG Radio Launches First Marketing Drive For Smooth 102.2

GMG Radio’s 102.2 Smooth FM is to launch its first major consumer advertising campaign, encompassing major TV, London Underground and outdoor activity to boost the profile of the fledgling station, which launched in June.

The marketing activity will be highly visible across London throughout September as the heavyweight campaign, costing £1.5 million, kicks off to attract new listeners.

The TV creative is described by GMG as “super cool” featuring an animation of a woman driving a Jaguar whilst listening to Smooth FM. The ad, which is accompanied by Lemar’s ‘Is There Any Justice’ emanates a relaxed feel, mirroring the atmosphere created by the station.

The two-week TV campaign, created by Manchester-based Clear Marketing Communications, will begin on 16 September, running across ITV and Channel 4.

More than 100 prominent 48 and 96 sheet poster sites will also advertise the station throughout September, featuring the station’s iconic lava lamp and artists Stevie Wonder, Joss Stone and Lemar, who reflect the station’s music output.

For the first time GMG Radio will use the Underground to market one if its stations, using both 48 sheet posters and 96 sheet X-Tracks to reflect Smooth FM’s message. Posters featuring lines such as ‘All Aboard The Soul Train’ will make up the campaign’s outdoor element on the London Underground network.

Commenting on the marketing push, Roy Bennett, managing director of Smooth FM, said: “This campaign is aimed at encouraging trial of the station. We are confident that when people find it, they’ll love it. It’s a heavyweight eye catching campaign, so if you live or work in London but haven’t heard of Smooth FM by the time it’s finished we’ll conclude you’ve been out of the country!”

GMG Radio: 0113 307 1400 www.gmgradio.co.uk