Emap Spends £2 Million To Head Off Key Competition

Emap’s Manchester-based radio station Key 103 has announced its largest ever marketing push with extra emphasis on its breakfast show, Toolan in the Morning, ahead of competition in the city from GCap Media’s Xfm, due to launch in October.

The marketing onslaught, which is costing Emap a cool £2 million, will feature breakfast show presenter Mike Toolan and his co-host Chelsea Norris in a cheeky poster campaign across buses and taxis in Manchester.

Thirty-six buses, specifically targeting Manchester city centre and nearby towns, will feature the branding, showing the two presenters on a bedspread featuring the Union Jack, depicted in the Key 103 brand colours.

The activity marks the largest ever bus rear campaign within Manchester and will be complemented by 15 fully liveried taxis operating across the city.

The marketing activity will kick off on 5 September, with the next four months seeing more campaigns from Emap in order to boost the station’s popularity amongst Mancunians.

Commenting on the promotion, Key 103’s marketing manager, Nadine Callan, said: “Toolan in the Morning is the most listened to show in our total transmission area. We have produced something really in your face to celebrate its growing success and to put the show’s indelible stamp on the city and our audience.”

The campaign was booked through Viacom Outdoor, while Manchester-based creative agency Dinosaur produced the bespoke concept.

Key 103 is expected to face stiff competition from GCap’s Xfm, which won the Manchester FM licence in June. The station, which plays mostly indie and rock music, will gain access to a potential audience of around 1.3 million adults in and around the city from launch (see Xfm Scoops Close Fought Manchester FM Licence).

Emap: 01733 568 900 www.emap.co.uk