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Promotional ideas and technique. Always radio, always positive.

Launching The Breeze in Bristol

From Monday 14th February, things are going to get a little chilly (bad joke!) across the South West as Star 107.2 will re-brand into The Breeze 107.2. The station was purchased by Celador Radio in September last year  and next week sees the launch campaign for their re-brand. This blog post looks at what’s happening….

Broadcasting across the South West – the rebranded radio station will broadcast ‘the smoothest sounds in the South West’ from 5.30am on Monday 14th February 2011 on FM in Bristol and on DAB in Bristol and Bath.

The station will broadcast the majority of its content from The Breeze 107 (broadcasting to the cities of Portsmouth, Southampton and Winchester) apart from a local Breakfast Show and Drivetime show presented by Charlie Jordan and Russ Wilcox respectively. Charlie Jordan is a familiar national radio voice. She has presented frontline shows for Radio 1 and Radio 2 as well as high profile commercial stations. Russ Wilcox is well known for his time on Gold along with many other high profile regional stations.

The strapline for The Breeze 107 in Southampton is “the smoothest sounds in the South”. The new station, which will broadcast on 107.2 FM will have the strap line “the smoothest sounds in the South West”.

Mixed Media Marketing Campaign

The stations will launch with a mixed  media campaign – involving outdoor (96 sheets and 6 sheets) and petrol head advertising at petrol stations across the TSA.

Breeze Bristol 96 Sheet Creative - Leg Execution

The website will also be revised to be in line with the current Breeze 107 website – www.thebreeze107.com

On Air Launch Promotion

The station will launch, ‘Life’s a Breeze’ on Monday, giving away a fantastic prize to one lucky listener every week day in February. Treats include a personal shopping trip at House of Fraser with £500 spending money and bags of pampering, a romantic get-way at Hotel du Vin and a once in a lifetime champagne balloon flight across Bristol.

While the revised format will bring a streamlined business approach to Celador Radio, it is hoped the additional marketing budgets and resource will raise awareness of the station as both year on year and quarter on quarter reach figures have gone down by up to 11%.

The Breeze Bristol launches on Monday 14th February at 6am.

Disclaimer – All posts and views are my own, and are not endorsed or representative of any current or previous employer.

Images – Celador Entertainment