Emap Unveils Massive Advertising Push For Kiss
Emap has announced the largest advertising push in three years to promote its youth station Kiss 100 costing £1.5 million and promoting the station’s unique brand message.
The cross media campaign will begin with TV advertising throughout July on ITV, Channel 4, Five and through Emap’s music channels. The promotion will also include experiential events and guerrilla activity including ‘Kiss on the Green’ events around London.
The outdoor events will offer visitors to many of the city’s parks free footballs, frisbees, towels or T-shirts, as well as entertaining them with swing ball games and giving out free ice creams, all to a backdrop of Kiss music.
Commenting on the high-profile marketing Afdhel Aziz, marketing manager at Kiss 100, said: “Kiss is all about getting out there and enjoying life, so we wanted to not only encourage our audience of young Londoners to tune into Kiss as the perfect soundtrack to summer, but also provide them with ways of enhancing their summer experience.”
The campaign was created by Naked, HHCL and Odd and bought by Starcom Motive. Earlier this month Emap secured a £1.5 million cross-media deal with Golden Wonder to promote its Nik Naks snack brand across Emap’s range of Kiss and Kerrang! branded media (see Emap Bags Golden Wonder For Cross-Media Deal).
Kiss has been performing well recently, however, growth in listenership for the station appears to have stalled, with weekly reach growing by a marginal 0.2% year on year in the three months to March. The new campaign comes ahead of new RAJAR figures being released next week and could be seen as a pre-emptive strike by the station ahead of bad news. Kiss currently commands a listenership of just under 1.5 million.
Emap: 01733 568 900 www.emap.co.uk
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