Magazine article Marketing

MEDIA: Century FM Overhauls Image with Brand Ads

Magazine article Marketing

MEDIA: Century FM Overhauls Image with Brand Ads

Article excerpt

Century FM, the Capital Radio-owned regional radio network, is launching its first brand advertising to rejuvenate its image.

The campaign comes as the network, which has three stations in the North-West, North-East and Nottingham, is trying to overhaul its image and attract listeners who have grown out of Radio 1.

It has hired Cheetham Bell JWT to create a pounds 750,000 campaign that will run on TV, billboards and in bus shelters from April to the end of June.

It is the latest stage in a modernisation process that began last year with a logo change.

The network has abandoned shows such as its gardening slot and updated its programming with music aimed at fulfiling its latest positioning as 'Century FM. No. 1 for the 80s, 90s and now!'

Lisa Higgins, Century network marketing director, said the stations wanted to be perceived as 'reliable, real stations with down-to-earth, normal, friendly values'.

Research showed listeners liked that the songs played are ones they know the words to, so the advertising is themed around the strapline 'Radio you just have to sing along to'. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.