Kiss unveils teaser rebranding activity

Kiss, the Emap radio brand, is kicking off its rebranding campaign with teaser activity to support its two new stations in the East and the South West of England.

The activity involves the distribution of more than one million Kiss logos across six cities. The campaign will involve teams placing thousands of foam "K" logos on key landmarks in Bristol, Cardiff, Ipswich, Norwich, Cambridge and Peterborough.

This will be backed by chalk stencils of the "K" logo in the same cities. The aim of the campaign, through the marketing agency Odd, is to get the "K" logo talked about and to encourage interaction with the foam logos. Presenters will discuss the campaign on air and invite listeners to send in ideas for using the Ks. Pictures will be uploaded on to the Kiss website (www.totalkiss.com).

Kiss will follow this initial stage by branding more than 400 phone booths with the K logo. After two weeks, the ads will include more details about the stations.

The campaign follows Emap's decision to rebrand its Vibe 101 station in Bristol and Vibe FM in East Anglia with the Kiss name.

Bill Griffin, the managing director of Kiss, said: "Kiss is famous for being bold and innovative, and we're confident that the new campaign will reflect the network's core values - it's fresh, compelling and cutting edge."

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