Xfm Launches High-Profile Ad Campaign
London-based alternative music station Xfm has unveiled its biggest ad campaign for two years.
The campaign will focus on the London Underground and will comprise around 9,000 poster sites including 16-sheets, 6-sheets and tube cards.
Running throughout February, the campaign will feature high-profile DJ’s Christian O’Connell, Zoë Ball and Ricky Gervais and will aim to promote the station to a wider audience. The creative was designed by Quiet Storm, with media buyer, Meridian, handling the planning.
Charlotte Soussan, head of marketing at Xfm, commented: “This is the first time we have used our DJs to raise the profile of Xfm on such a great scale. Christian’s profile is going to increase dramatically in the next couple of months with his new Channel Five show. Zoë and Ricky are celebrities in their own right so it’s a case of letting people know they can hear them live on Xfm every week. The campaign also invites new listeners who may have felt intimidated by the station in the past, by stressing the breadth of its music policy and its original sense of humour.”
Satin Ahadzadeh, strategist at Michealides And Bednash, which is managing the campaign, added: “We want to change perceptions about Xfm and give people a feel for what the station is really like. The work is designed to get Xfm closer to Londoners, get them excited about the station and give them lots of compelling reasons to listen.”
The latest RAJAR data for the fourth quarter of 2002 brought less than impressive news for Xfm, which saw its weekly reach decline by 9.5% period on period to 484,000, down from 535,000 in the previous period (see RAJAR Results Q4 2002 – Reach Continues To Fall At Capital 95.8 FM).
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
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