Magazine article Marketing

Absolute Radio to Run 'Honest' Breakfast Ads

Magazine article Marketing

Absolute Radio to Run 'Honest' Breakfast Ads

Article excerpt

Absolute Radio is to launch its first ad campaign since promoting its rebrand from Virgin Radio in 2008, as it tries to claw back almost 1m listeners.

The push, which launches on 1 March, uses the strapline 'Faces for radio' and aims to highlight why its breakfast slot is different from other stations.

Frank Skinner, Dave Gorman and Christian O'Connell, who host Absolute's breakfast shows, star in the ads, which were created by Albion.

Listener numbers have fallen by 900,000 since the station rebranded.

Clare Baker, marketing director at Absolute Radio, said: 'Other stations show their DJs as smiley, airbrushed, sunshine happiness. Absolute Radio isn't like that - it's more honest and more real.'

Since its rebrand, Absolute Radio has shifted its focus from being a radio station to a 'music and entertainment brand with audio at its core'.

The latest push will use outdoor, digital and print media, which Absolute hopes will help it better reach its core audience of 25- to 54-year-olds. The campaign is being planned and bought by media agency Mediaedge:cia. Absolute works with media agencies on a project basis Its last campaign was bought by Starcom. …

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