Heart 106.2 supports Breakfast Show via integrated work by EBP

Chrysalis Radio is following up the £23.5 million purchase of London News Radio with a new integrated campaign to promote Heart 106.2's Jono & Emma's Breakfast Show.

The campaign coincides with the decision by Jono and Emma's main rival, Chris Tarrant, to continue presenting the Capital Breakfast Show for another year. Tarrant claimed his decision was partly motivated by Jono's taunts in the press.

The campaign, created by Elliott Borra Perlmutter, will air on 7 October until December. It features a 30-second TV execution in which a girlfriend takes revenge on her stop-out boyfriend by both freezing and burning him in the shower the following morning.

This will be supported by two T-side and Streetliner executions appearing on 1,100 London buses, which feature the presenters Jono Coleman and Emma Forbes in an enormous tin bath covered in foam.

In addition, Probe Media has created direct mail and a door- drop campaign for the show, which will target 500,000 households. Parallel online activity will see a Heart-branded desktop radio player, which will be sent by e-mail to 20,000 computer users.

Tina Finch, Heart 106.2's marketing controller, said: "This is the perfect time for us to promote the Breakfast Show."

Adrian Borra, the creative director at Elliott Borra Perlmutter, said: "This campaign is all about creating moments of emotional connection."

The campaign was written by Ian Colbeck and art directed by Martin Davey with media planning and buying by MediaVest. Trevor Melvin directed the TV execution through The Paul Weiland Film Company.