- Liberty Radio has launched a new integrated advertising campaign heralding the relaunch of the station.
The work is spearheaded by a mini-magazine which will be inserted into women's weekly and TV weekly titles.
The 16-page magazine, launched this week, is designed in bright, bubblegum colours with heavy seventies imagery, reflecting Liberty's new brand values and programming. Each DJ -- decked out in a cheesy seventies outfit -- gets his or her own page describing the show.
The relaunch is heralded on the first two pages of the magazine: "The look, the attitude, the fun, the did-you-or-didn't-you-last night super-slinky decade of decadence...returns to London - on Liberty 963-972am!"
Additionally, bus-sides will run advertising the "Seventies sounds" and "radioactive gossip", and flyposters will focus on the Clare Ashford show.
The relaunch pitches the station at a notional 37 year-old mother-of-two, who would live in Muswell Hill. The programming -- London-focused gossip and seventies music -- reflects the type of radio station she would have listened to in her youth, and is designed to "hit the nostalgia button", according to the station director, John Ogden.
"Liberty is the first radio station to produce a magazine in this fashion," Ogden continued, "and with the rest of the campaign, our brand values have been stated loud and clear. Everything the station does will fall under the umbrella of being fun, smart, risqué and gossipy, and above all, giving the London listener a real alternative."
The work was written by John McWilliams, managing director of the McWilliams Partnership, and art directed by Chris Hill and Greg Wocial. The media was planned and bought by Rocket.
McWilliams, said: "Having lived through the seventies, we've been able to bring all the supergroovalistic lingo and funky music to the campaign."