Emap Radio sets up new station identity for Northern output

Emap Radio is launching an integrated advertising campaign through Mother to bring all its FM stations in the North under one banner.

Emap Radio is launching an integrated advertising campaign through

Mother to bring all its FM stations in the North under one banner.



The Big City brand takes in the eight stations in the area, and makes up

the third station identity in Emap’s radio portfolio alongside the Kiss

and Magic brands.



The campaign will start with 48- and 96-sheet posters in the area of

each radio station. They depict two celebrities from the worlds of pop

music, football and TV soaps, and ask people to phone in and vote for

their preferred star.



In each case, an irreverent dig is made at the celebrity, with lines

such as ’Which Ginger needs dunking’ above the faces of Geri Halliwell

and Simply Red’s Mick Hucknall - superimposed on to a ginger biscuit,

about to be dunked into a cup of tea.



Two weeks after the posters go up, a further poster will show the result

of the phone polls, picking out the celebrity destined for

annihilation.



Other ways to pick your least favourite star include a mobile poster van

with a cargo of rotten tomatoes, and ashtrays in pubs inviting smokers

to vote with their cigarettes.



Malcolm Cox, the marketing director of Emap On Air, said: ’This campaign

is about putting the local back into independent local radio. We are

inviting a dialogue with the listeners.’



Stef Calcraft, who worked on the campaign at Mother, added: ’The central

thought is putting the stations at the heart of people’s lives. It

prompts people to get more involved by providing continual feedback.’



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