London News Radio has lifted the wraps on a pounds 1.1 million push
for its rebranded FM station, London News Direct.
The campaign, through McBains, kicks off on 15 January using posters,
press and bus-sides. The first burst will run for two months and aims to
increase awareness of London News Direct among its target ABC1 audience
and to push the new station among agencies.
The creative work is typographically led and features the new News
Direct blue and yellow logo. The poster execution comprises huge yellow
and white letters on a black background. The main copy reads: ’We don’t
give you the news now and again, we give you the news now. And again.’ A
smaller strapline across the bottom reads: ’Round the clock news,
travel, sport, City and entertainment whenever you want it.’
The press execution also features large yellow type on a black
background, an image of a clock and more detailed information about News
Direct. The main copy reads: ’The news doesn’t happen on the hour, so we
don’t just give it to you on the hour.’ The ads were written and art
directed by Giles Keeble.
Nigel Reeve, managing director of London News Radio, said: ’Our brief
was to educate the potential audience, increase ABC1 listenership of
News Direct and LBC and to back the new sales team which was brought
Media planning and buying is through Rocket and a second burst is
planned for mid-November.