Real Radio launches across Wales with ad campaign

The launch of the first commercial radio station to broadcast to the whole of Wales, GMG Radio's Real Radio, will be supported by an ad campaign across TV, outdoor and direct marketing.

The new station, which began broadcasting at 8am today (4 January), follows GMG Radio's addition of the new licence for mid and north Wales to its existing south and west Wales licences, in December 2009.

The TV ad to support the new national station, made by Clear Marketing Communications, shows a radio sitting on a map of Wales, playing Real Radio. The media planning and buying for the campaign was by MediaCom North.

Although the station will broadcast from studios in Cardiff, listeners in mid and north Wales will be served with news, sport and travel information from their region and extra sales staff will be based in the north.

During the launch week, the Real Radio Breakfast Show with Jagger and Woody will broadcast from various locations in the mid- and north Wales regions, and will record features as they visit places of interest in the new region.

Stuart Taylor, chief executive of GMG Radio, said: "Our offering brings listeners a tried and tested successful radio station for which they can expect the continued high standard we have set for ourselves across the past 10 years.

"We are delighted to welcome our new listeners in and thank our wonderful regular listeners for their continued and loyal support, for whom it's business as usual, while in the north it's a new dawn of radio."

GMG Radio was able to combine the Welsh licences to deliver a national Welsh station following last year's Digital Economy Act, which relaxed commercial radio licences' local requirements within a nation, in return for offering a service through DAB.

GMG Radio is part of the Guardian Media Group.


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