Walsh Trott Chick Smith has unveiled its first work for the national
music station, Atlantic 252.
The pounds 1 million-plus campaign breaks on press and posters on 1
November and is designed to make the station more visible to its target
audience of 15- to 24-year-olds.
There are three different executions that aim to encapsulate Atlantic’s
policy of non-stop hits, more music and less talk in an irreverent and
Each ad features a different strapline picked out in yellow capitals
against a black background. The first runs: ‘Don’t exist on a diet of
rabbit’, the second: ‘We keep it up longer’, and the third: ‘Clamp the
The campaign breaks across 48-sheet posters in major towns, including
Manchester, Leeds, Glasgow and Newcastle. It will run until January next
Press ads will appear in style and music titles such as Sky, Loaded,
Empire and Smash Hits, as well as youth magazines such as More!, Just 17
and Inside Soap and will run throughout 1997.
Media planning and buying are through TMD Carat and a TV push is
possible in the new year.
The push coincides with the launch of Atlantic’s new programming
schedule which breaks next week.
Atlantic’s last campaign appeared in January this year through
Manifesto, using posters and national press. Walsh Trott won the account