Capital 95.8 Launches Next Phase Of Marketing Campaign
GCap Media’s Capital 95.8 has announced the next phase of its marketing campaign, to launch on Easter Monday.
The six-figure multimedia campaign will run for 8 weeks and include a significant outdoor campaign, cinema advertising and targeted print advertisements.
The TV campaign will continue to run 30 and 10 second executions during and after the outdoor campaign.
This next phase of the campaign follows a rebrand for the station (see Capital Radio Gets Name Change And Ad Campaign), seeing Capital 95.8 positioned as ‘The Sound Of Lodon’.
Comprising 1,500 tube cards, 120 cross-track tube sheets, 600+ 48 sheets and 100 96 sheets, the outdoor campaign will be sited in key locations and tube stations around London including Leicester Square, Kings Cross and Euston.
The outdoor execution will also be sited on key commuter routes in and out of London including the A4 and sites across the stations TSA including St Albands, Croydon, Richmond and Ruislip.
The cinema ads, which will launch in cinemas on Friday will feature 1 x 30 second and 2 x 10 second executions and run in the trailers for movie blockbusters including The Shooter, Blades of Glory and Pirates of the Carribean 3.
The print campaign will include a creative mix of single half pages, half page DPS, out and out DPS and special formats in titles such as Metro, The Londonpaper and OK! Magazine.
The outdoor and print creative execution, designed by DLKW, will feature well-known London landmarks and artists such as The Killers, The Kooks and Mika.
Capital 95.8 Marketing Director Nick Button said “Tracking of the TV ad to date has shown a definite shift in consumer perception of the Capital 95.8 and we are confident that the second phase of marketing activity will not only compliment the TV advterising but continue to shift people’s understanding of the station.
“We believe that focusing on well known London locations and new, modern artists such as The Killers and Mika, not only supports the fact that we are the station of choice for real Londoners, but it re-inforces our music policy of being leading edge of modern mainstream.”
Last week, GCap announced that its revenues for the year endnig March 31 are likely to be down by 3%.
The most recent RAJAR figures, for Q4 2006, showed that Capital had a weekly reach of 1.4 million and share of listening at 4.7%. Heart 106.2 recorded the highest weekly reach, share of listening and hours per listener amongst London’s commercial FM stations over the same period (see Heart 106.2 FM Retains Top Spot In London).
GCap Media: 0207 663 7000 www.gcapmedia.com