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Ideas and technique in radio promotion with case studies and the Earshot podcast.

What’s your station’s hand gesture?

Heart kids on swings

The new ad campaign from Heart is rather good. It builds on the fun of Heart but neutralises the brand’s former frothy decadence which feels a little out of touch in today’s austere world of hardworking families. A layer of believable human emotion really suits radio and of course we’ll all be doing “the heart hand gesture” by Monday.

Indeed, Heart’s branding device is such genius that a number of other stations are already in production with ads featuring their own hand gestures:

Classic FMClassic FM

Capital XTRACapital XTRA


Premier RadioPremier Radio


Chris CountryChris Country

Fun KidsFun Kids



Absolute 00sAbsolute Radio 00s

Wave 105Wave

With thanks to contributors and apologies to picture libraries
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