The advertising agency ODD, which did the latest creative work for Emap's Kerrang! brand, will produce the campaign for the new Kiss identity. The ad push is expected to use non-traditional methods including online to reach listeners and potential listeners.
Kiss FM said this week that all of its youth brands need a makeover from time to time to stay in touch with youth audiences.
Since Andy Roberts rejoined the station in May as its group programme director, the station's music policy has shifted away from R'n'B and back to its dance roots.
The Kiss brand is also expanding across England's South-Western and Eastern regions. Vibe 101 in Bristol and Vibe FM in East Anglia, which Emap bought as part of its acquisition of Scottish Radio Holdings last year, will rebrand as Kiss, increasing the station's analogue reach to nearly 15 million adults.
Kiss, which gained 211,000 listeners over the past three months according to the latest Rajar figures, is aiming to become more of a multi-platform brand and its website is also being overhauled.
- Perspective, page 10.