Capital 95.8 Launches Outdoor Campaign

Capital 95.8 is to launch an outdoor marketing campaign to announce the arrival of presenters Bam Bam and Streetboy to the station.

A continuation of the ‘Sound of London’ campaign (see Capital Radio Gets Name Change And Ad Campaign), which takes taking recognisable London images and giving them a twist relevant to the show and the station, the outdoor campaign kicks off on June 4.

Nick Button, Capital 95.8 marketing director, said: “We want to let lapsed and non-Capital listeners know that Capital’s output has evolved from when they last tried the station. We also want to engage them and get them to retry the station based on its music policy and the attitude of the presenters – and there is no better team than Bam Bam and Streetboy in demonstrating this. We share our listeners excitement about life in London, and we believe it’s time that people had a radio station that reflected that outlook.

“The creative concept continues ‘The Sound of London’ message, giving some archetypal London icons a bit of a Bam twist. As well as playing the very best contemporary music, Bam Bam’s show is edgy and irreverent – something which the style of the ads clearly conveys.”

At the last RAJARs, Capital 95.8 pushed its weekly reach up almost 11% from Q4 2006, despite a year on year dip of 5.64%.

GCap Media’s flagship station now reports a weekly reach of just over 1.6 million and a share of listening of 4.6%, down marginally year on year and period on period (see Magic FM Boasts Biggest Weekly Reach In London).

Earlier today, GCap, owner of Capital 95.8 revealed that its revenues for the year were down 9% at £200.1 million (see GCap Revenues Decline).

GCap Media: 0207 663 7000 www.gcapmedia.com