Capital Gold Revamps Image To Take ‘Old’ Out Of ‘Gold’
Capital Radio has unveiled a new brand image for Capital Gold, which it says will “remove any perceptions of ‘old’ from ‘Gold'”. A new logo has been created by Design Motive and a heavyweight bus back campaign on 850 London buses will launch today and run on throughout 2001.
The campaign will feature images of 12 key artists featured on the station, including The Beatles, Mick Jagger, Jimi Hendrix, David Bowie, Blondie and ABBA. Capital Gold programme controller Andy Turner said, “The music from these artists is timeless and as relevant today as ever. You only need to look at the massive anticipation for the new Beatles album 1 or the recent press interest in the sale of John Lennon’s piano to bear this out.”
Paula Gunn, marketing manager for the station said, “The fresh new logo design and marketing campaign will challenge long outdated perceptions of Capital Gold and encourage new trial. It sees Gold well placed for the digital revolution. The creative executions focus entirely on the strength of the product.”
The news of the rebranding comes just weeks after Capital announced a revamp for Capital 95.8 FM , which will see the smiley face logo replaced. Capital Gold’s recently released autumn schedule included the introduction of a specialist daily music show, The 6 O’Clock Show, which has so far produced specials on Motown, Rock Anthems, Atlantic Soul and John Lennon.
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