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XFM changes name to X-Men FM for film release

XMenFM_logoThis Thursday – XFM will completely rebrand as part of a commercial tie up with the release of ‘X-Men: Days of Future Past’ to become ‘XMEN FM’

To coincide with the release of ‘X-Men: Days of Future Past’ –  XFM London, Scotland and Manchester will be taken over on May 22 in the station’s biggest-ever film promotion.


What’s Happening

The station name will be changed on the Electronic Programme Guide (EPG) on DAB and car radios, and the X-Men FM logo will be visible on Twitter, Facebook and on

Breakfast Show 

hughjackman_XfmAs part of the five-figure deal with 20th Century Fox, lead actor Hugh Jackman will co-host the XFM Breakfast show with Jon Holmes between 8am and 9am. Interviews from cast members, including James McAvoy, Sir Ian McKellen and Michael Fassbender, will run throughout the day. The weather will be sponsored by X-Men character Storm, whose primary mutant power in the film series is controlling the climate.

In order to make the station sound as integrated as possible – XMen are taking over station sponsorships – eg.  XMEN FM weather tags based around the character Storm and other in-show audio.

Bespoke Ads

XFM will also remove standard advertising across the day. Global Radio are creating a number of bespoke ‘X-Men: Days of Future Past’ themed ads including mutant dating service ‘X-dating’ and fictional shop, Mystique Boutique, will replace standard advertising. Brands which are running Xmen related promotions are also being allowed to advertise in the commercial breaks (eg. Pringles XTRA), Pizza Hut, Virgin Trains and Hyper X – while traditional advertising have been left out as part of an ad takeover for the film release.

The ads were written and produced by Global’s in-house production team – with production credits going to: Justin Sanders, Jonathan Wood, Steve Huthwaite and John Hale.


Listeners will be able to enter a competition to win a trip from Tokyo to Hollywood by visiting and on Twitter, for the first time, using the hashtag #XMenFMWin. Passing through the International Date Line will mean that the winner arrives in Hollywood before he or she has left Tokyo, travelling back in time. This is in keeping with the film’s theme where the characters go back in time and join forces with their younger selves.

Here’s how the pre-promote sounds on air:

X-Men FM will be live, for one day on May 22 from 6am – 7pm.

Xmen FM screenshot

Earshot says

This is a great creative partnership with the film company. It really shows how creative radio planning and strategy can bring such a visual medium to life. It’s an idea which develops stand out, talkability and engagement with the audience.

Jonathan Jacob is a Solutions Manager at Global Radio with varied experience across commercial radio S&P, events, marketing and PR. He was listed in the inaugural Radio Academy 30 under 30, is a Student Radio Awards judge and sits on the Events Committee for The Radio Academy. Views are personal.