Capital Pushes Vaughan With TV Ad Campaign
Capital Radio will launch a wide ranging TV and outdoor advertising campaign this week to promote Johnny Vaughan as the new host of Capital FM’s breakfast show.
The advertising campaign, created by Delaney Lund Knox Warren, sees Vaughan making his way to work, singing at a bus stop, dancing with London Underground passengers, street cleaners and tourists before arriving at Capital FM.
Vaughan will take the helm at the breakfast show from Chris Tarrant on Monday in his first significant radio move. The position will make him instantly responsible for maintaining Tarrant’s regular audience pull of 1.5 million listeners.
Tarrant, who steps down after 16 years as the show’s host, is reportedly in talks to return to the station with a weekend show.
Vaughan’s appointment to the station’s most coveted position was made last month via an email voice message sent to several journalists and media heavyweights (see Vaughan Given Start Date as Capital’s Breakfast Host).
As part of his message, Vaughan took a pot shot at rival breakfast show host Jono Coleman, stating: “That’s Johnny by the way, not Jono. There’s a massive difference. Well about four stone. That’s big enough isn’t it.”
The rivalry between Vaughan and his Heart FM nemesis, Coleman, looks set to escalate, with the Chrysalis owned station running its own £1m TV campaign for Jono and Harriet at breakfast designed to steal Vaughan’s thunder and scupper plans for a smooth take-over from Tarrant.
The appointment marks the height of a ratings war between Capital and Heart, which are currently vying for the top spot in London. The latest RAJAR results for the three months to December show that Capital recaptured its lead from rival Heart with a 1.5% period on period increase in weekly reach to 2,304,000.
Tarrant was reportedly paid £1 million last November to stay on at Capital for another year. He has been credited with bringing in around 15% of the station’s revenue, a target which may seem daunting for radio virgin Vaughan as he attempts to settle into Tarrant’s still warm headphones.
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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