GMG Appoints Clear Marketing For Smooth FM Launch

GMG Radio has appointed Clear Marketing to launch a cross-platform advertising campaign to promote the forthcoming launch of its new Smooth FM station.

Smooth FM will go live on 2 March and will replace Jazz FM across the Northwest of England with a range of artists, such as Rod Stewart and Norah Jones, who have produced new jazz or soul related albums.

The launch will be supported with a £1 million television and outdoor campaign devised by Clear Marketing to reflect the ‘flavour’ of Smooth FM’s programming. The Manchester-based agency is already retained by GMG’s Real Radio stations in Wales, Scotland and Yorkshire.

GMG Radio chief executive, John Myers, who is overseeing the marketing campaign, said: “Our marketing will be focused on attracting trial of the station. Clear Marketing have a successful track record with launching our Real stations and their ideas for Smooth FM’s launch were excellent.”

Jazz FM (North West) has seen its weekly reach increase significantly over the last four years. However, listening has fluctuated over the last eight or nine months and research carried out by GMG Radio shows that the new Smooth FM brand could boost audience figures.

Commenting on the move, a spokesperson for GMG Radio said: “With a new name and a new brand growth for the station is significant. It not so much about looking at the audience that was there, but is about looking at the audience that could be achieved.”

Advertising sales for the new Smooth FM station, which will broadcast to around 5.3 million adults, will continue to be handled by Chrysalis Radio Sales on a national level and by Guardian Media Group Radio’s in-house teams on a regional level (see GMG Radio Launches New Agency Sales Team).

Guardian Media Group: 020 7278 2332 www.gmgplc.co.uk

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