Classic FM Trumpets Launch Of Major Brand Advertising Campaign

Classic FM is to embark on its first major brand advertising campaign for several years with a seven week run of press advertising designed to broaden its appeal. The campaign is to appear in national newspapers and listings magazines Heat, Hot Tickets and Time Out.

The commercial radio station is planning a multi-million marketing spend for this year. This opening campaign is themed “Compose Yourself” and features four concepts including a dog having made a puddle on the floor and a pair of tights laddering as they are put on.

Giles Pearman, Classic FM’s brand controller, explained the thinking behind the campaign: “Classic FM may now be the biggest commercial player in the UK radio market but we are convinced that there is a lot more growth out there for the brand.”

Creative strategy for the campaign was undertaken by the Curio Group, while media was handled by The Media Edge. Stuart Sullivan of The Media Edge said, “Classic FM is a very strong brand which appeals to a broad audience of listeners. Through our campaign planning, we hope to underpin the station’s appeal amongst a wider audience and contribute to its on-going success.”

Classic FM: 020 7343 9000 www.classicfm.co.uk Curio Group: 020 7636 4300 The Media Edge: 020 7387 4522

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