Xfm Rolls Out Poster Campaign For New Zoë Ball Show

London-based alternative music station Xfm has launched a poster campaign to promote Zoë Ball’s new afternoon show, which begins next month.

The 6-sheet campaign, which was bought by Meridian, includes 1,400 Adshell sites around London and will run from 26 August for two weeks. The creative is designed to appeal to non-Xfm listeners and features quotes about the type of music that will be played on the show.

Commenting on the campaign, Xfm’s head of marketing, Charlotte Soussan, said: “People see Zoë as a funny and self-deprecating young woman and the fact that she is joining Xfm is likely to challenge the image they might have had of the station.”

Capital-owned Xfm recently announced plans to launch a new monthly magazine into the music sector in collaboration with Sleazenation. Xfm’s contract title, X-Ray, is set to be redesigned and given national news-stand distribution (see Capital Radio To Launch New Monthly Music Title).

According to RAJAR data for the second quarter of 2002, Xfm saw its weekly reach decline by 25.9% year on year to 366,000, down from 494,000 in the same period the previous year.

Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk

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