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New Ad Campaign for Smooth Radio

Smooth Radio have announced plans for a regional outdoor campaign to promote its Breakfast Show host, Simon Bates – who joined the quasi national station at the start of the year. This blog post looks into the particulars of the campaign- which sees talent are the forefront of its marketing in a GMG Radio first.

Smooth Radio will promote its breakfast show host, Simon Bates, in its next burst of marketing activity which begins today (Monday, 23rd May). It’s the first time the brand has promoted an individual programme or presenter over a brand comms message.

The bus back campaign will target motorists, a captive audience for breakfast listening, and will initially run for four weeks across the north west of England and the West Midlands, supporting the second burst of TV activity using the Smooth Ambassadors creative, which is planned to run in the regions, and the East Midlands in May and June.

A digital campaign, focused on promoting the breakfast show, is also planned to run towards the end of June.

Smooth’s creative agency, Arnold KLP, has devised three executions, all showing a watermark image of the former Radio 1 DJ, with a different strapline “Easy like Monday – Friday Morning”, “The master’s voice” and “Where else would radio’s smoothest voice be?”


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Smooth Radio Managing Director Andy Carter said: “We’ve always promoted the brand and the music on Smooth so this is the first time we’ve actively promoted a presenter. Simon’s a broadcasting icon and a huge draw for listeners, as indicated by the uplift in the London audience, so this campaign is aimed at encouraging drivers travelling to work to tune-in to his show. We intend to extend it to other regions throughout the year.”

Media buying and planning was managed by MediaCom.

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

Source: GMG