GMG Launches New TV Ad Campaign

The iconic video for Duran Duran’s top selling 80s single Rio is the theme for a new TV campaign for GMG Radio’s Real Radio and Century FM stations.

The humorous ads feature a couple singing on a narrow boat rather than the glamorous yacht of the original.

The 20 and 30-second commercials will promote the ‘Music you just have to sing along to’ strapline which is now being used by both brands.

Created by Manchester based Clear Marketing, the campaign will break on ITV on Monday 16 April and will run for three weeks.

It will be screened in Wales, the north east and north west of England to promote Real Radio and Century FM across these respective regions.

This is the first TV campaign for the two Century FM stations since they were acquired by GMG Radio last October (see GCap Sells Radio Stations To Guardian Media Group).

The TV campaigns will be supported with outdoor marketing activity. Bus rear posters will run in each region throughout April alongside full liveried taxis.

Helen Dickinson, GMG Radio Group marketing manager, said: “The new creative will take every viewer in their late 20s or 30s back to their teenage years.

“The ‘music you just have to sing along to’ strapline is an extremely powerful one and works well for both our Real and Century brands and gives an instant insight into the sound of the stations so this new creative campaign is aimed at highlighting this and drawing new listeners to our stations.”

At the last RAJARs, for the fourth quarter of 2006, total Real Radio/Century FM had a weekly reach of 2.9 million and a 2.7% share of listening.

Guardian Media Group: 020 7713 4452 www.gmgplc.co.uk/