Jazz FM is to launch its first above-the-line advertising campaign
for more than two years with an outdoor push in London and the
North-east, its two broadcast areas.
The campaign was created by Jazz FM’s new agency, Ambler Rodford, and is
based on the theme, ’listen in colour’. The posters feature a chameleon
resting on a branch wearing a pair of headphones. The creature is
striped, illustrating Jazz FM’s colourful music output.
The 48- and 96-sheet posters will be supported by the launch of a
’listen in colour’ CD and restaurant cards depicting the chameleon.
Ambler Rodford was appointed last year after a hiatus following a
rebranding exercise by the design consultancy, Wolff Olins (Campaign, 24
October 1997). The station put the brakes on its above-the-line
advertising, instead concentrating on developing its newer station in
the North-west, Jazz FM 100.4, its range of branded CDs and its Cafe
Alan Rodford, the creative director of Ambler Rodford, said: ’It was
tough coming up with a single expression to convey the station’s output.
’Listen in colour’ is a long-term brand property. The chameleon is only
Media buying for the campaign is through Concord.