NEWS: Classic FM looks to extend reach with artistic posters

A series of trompe l’oeil images shot by the star photographer, Nadav Kander, will appear from June in a Classic FM campaign that will emphasise how classical music can create and enhance moods.

A series of trompe l’oeil images shot by the star photographer, Nadav

Kander, will appear from June in a Classic FM campaign that will

emphasise how classical music can create and enhance moods.



The work, created by BST-BDDP, Classic FM’s agency since it launched in

1992, is designed to boost the station’s audience share.



Classic FM has become the UK’s most successful national commercial radio

station, but it maintains that there are potential listeners who could

be wooed by its popular presentation of classical music. Classic FM

reaches 7.7 million adults a month across the UK, with average listening

hours of up to 5.7 hours a week, according to Rajar figures.



The new campaign was art directed by Brian Connolly - who has since left

the agency - and written by BST’s creative director, Tom Hudson, and

its executive creative director, Paul Leeves.



It is backed by a pounds 1 million budget, the majority of which will be

spent on national 96-sheet posters, with some spend in the national

press and magazines. Media planning and buying is through Booth Lockett

Makin.



Classic FM’s chief executive, John Spearman, said: ‘Our brief was

difficult. We wished to maintain some of the style and approach of our

early campaign, but to move on in a way that took account of the growth

of Classic FM.’



He continued: ‘We wanted a campaign that, above all, communicated the

fundamental benefits of classical music - peace, perspective and

exhilaration - and did it in a way that was consistent with our brand.’



BST, which saw off Bartle Bogle Hegarty to win the Classic FM account,

launched the station with the theme of ‘intelligent irreverence’. Its

first campaign, in September 1992, featured New Yorker-style cartoons.



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