LBC Gears Up For Breakfast Battle With Ferrari Promotion
London-based talk radio station LBC 97.3 FM is launching an £800,000 television advertising campaign to promote its breakfast show in the wake of a recent flurry of marketing activity from its rivals.
The campaign for Nick Ferrari at Breakfast will run for a five week period from next Monday across ITV, Channel 4 and Five. It has been planned and bought by Starcom Mediavest, with creative by VCCP.
The initiative is intended to convey Ferrari’s unique on-air approach to serious news stories and the lighter side of life. It will feature the breakfast show host canoeing down a Tube tunnel and will use the strapline: “From real life to a real laugh.”
Steve Parkinson, marketing director at Chrysalis Radio, said: “Nick Ferrari is a gem in the world of breakfast shows, and whilst everyone is heavily promoting the music breakfast offerings, Nick has something that is uniquely different.”
The promotion follows the launch of Capital’s £1.8 million advertising campaign to raise awareness of Johnny Vaughan’s breakfast show. Chrysalis-owned Heart also recently launched a six-figure television-based campaign for Jono and Harriet breakfast show (see Capital Pushes Vaughan With TV Ad Campaign).
The latest RAJAR results for the three months to December 2003 show that LBC 97.3 FM saw its weekly reach increase by 18.9% year on year to 573,000. The station has been working to improve its line up with the addition of former BBC royal correspondent, Jennie Bond and former Five Live presenter Fi Glover (see LBC Raids BBC For New Presenters).
However, the talk-based station still trails some way behind market leading Capital 95.8 FM with a weekly reach of 2,304,000 and its more populist sister station Heart 106.2, which attracts just over 1.9 million London listeners a week.
Chrysalis: 020 7221 221 www.chrysalis.com
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