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
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.