DIRECT NEWS: Liberty Radio adopts 70s feel for mini-magazine to herald relaunch

Liberty Radio has launched an integrated advertising campaign to mark the relaunch of the station.

Liberty Radio has launched an integrated advertising campaign to

mark 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, has bright, bubblegum colours

and a 70s feel, reflecting Liberty’s new brand values and

programming.



All the station’s DJs - decked out in cheesy 70s outfits - are featured

on inside pages, giving details of their shows.



The relaunch is described on the first two pages of the magazine as:

’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.’



Bus-sides will advertise the ’70s sounds’ and ’radioactive gossip’, and

fly-posters will focus on the Clare Ashford show.



The relaunch is targeted at a notional 37-year-old mother of two who

lives in Muswell Hill, North London.



John Ogden, the station director, said: ’The programming -

London-focused gossip and 70s music - reflects the radio station she

would have listened to in her youth, and is designed to hit ’the

nostalgia button’.’



He added: ’Liberty is the first radio station to produce a magazine in

this fashion, and, as 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, risque and gossipy, and above

all, giving London listeners 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 all lived through the 70s, we’ve been able to

bring back all the supergroovalistic lingo and funky music to the

campaign.’



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