Advertisers primed for X launch

Ahead of its launch, creative and buying agencies optimised their clients’ campaigns for the new Radio X.

Here’s some five key facts about the station from a B2B perspective that they’ll have taken into account when planning campaigns.

1. The target listener looks like this

2. It’s got Moyles

3. and other big names in jackets

4. The app features lots of visual and editorial content

5. and the word RADIO can go really big

Comms for launch day and beyond

The Moyles “Bittersweet Symphony” video was released to YouTube at 12 midday, supported by a press and outdoor campaign.

The central image on the press and outdoor ads shows a striking visual of Chris Moyles up a big transmitter mast. He didn’t actually have to scale Crystal Palace for the work – it’s a retro-style animation by Tavis Coburn. Look out for the campaign in London’s Evening Standard and the national Metro newspapers and as a wraparound in Shortlist magazine.

Outdoor sites are booked in London and Manchester. Then in October a music tour called the Radio X Roadtrip starts. The tour is sponsored by O2 and its route includes London, Birmingham, Leeds, Manchester and Glasgow where the former Xfm was available on FM but Radio X is on DAB.