Emap Radio is launching an integrated advertising campaign through
Mother to bring all its FM stations in the North under one banner.
The Big City brand takes in the eight stations in the area, and makes up
the third station identity in Emap’s radio portfolio alongside the Kiss
and Magic brands.
The campaign will start with 48- and 96-sheet posters in the area of
each radio station. They depict two celebrities from the worlds of pop
music, football and TV soaps, and ask people to phone in and vote for
their preferred star.
In each case, an irreverent dig is made at the celebrity, with lines
such as ’Which Ginger needs dunking’ above the faces of Geri Halliwell
and Simply Red’s Mick Hucknall - superimposed on to a ginger biscuit,
about to be dunked into a cup of tea.
Two weeks after the posters go up, a further poster will show the result
of the phone polls, picking out the celebrity destined for
Other ways to pick your least favourite star include a mobile poster van
with a cargo of rotten tomatoes, and ashtrays in pubs inviting smokers
to vote with their cigarettes.
Malcolm Cox, the marketing director of Emap On Air, said: ’This campaign
is about putting the local back into independent local radio. We are
inviting a dialogue with the listeners.’
Stef Calcraft, who worked on the campaign at Mother, added: ’The central
thought is putting the stations at the heart of people’s lives. It
prompts people to get more involved by providing continual feedback.’