Xfm Launches Outdoor Campaign To Push Breakfast Show

Capital’s alternative music station Xfm is launching an outdoor advertising campaign to raise awareness of Christian O’Connell’s breakfast show.

The creative, which mimic’s the poster for Quentin Tarantino’s latest movie Kill Bill, will run across a range of magazines including Time Out, Metro Life, Evening Standard Metro, Guardian Guide, Times Knowledge and the Observer Music Monthly.

The visual will also be printed on 1.5 million sandwich bags to be distributed across the capital over a month long period. The ad features details of Xfm’s forthcoming I-Pod promotion, which will see 50 I-Pods given away on the breakfast show.

Charlotte Soussan, head of marketing at Xfm, said: “Christian’s breakfast show has been steadily gaining momentum and getting rave reviews from the press, as well as receiving a Gold award at this year’s Sony Radio Awards, the industry’s equivalent of the Oscars.”

She continued: “We felt that at a time when a number of breakfast shows are about to be reshuffled, it was our duty to set the record straight about which show people should really be listening to at breakfast!”

The latest RAJAR figures for the three months to September brought less than impressive news for Xfm, which saw its weekly reach decline by 6.2% year on year to 502,000, down from 535,000 in the same period the previous year.

Capital Radio recently confirmed that Emma Forbes is to quit its flagship London station just weeks after the launch of her new breakfast show (see Capital Confirms Forbes To Quit Flagship London Station).

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