Choice FM is revamping its programming and brand image in
preparation for its launch across North London.
As part of the development, Choice is opening a new sales office to cope
with the demand of advertisers in its extended area. Sales director Neil
Kenlock has already appointed four sales executives to handle new
The station’s successful bid for the Radio Authority’s North London
licence means Choice will double its audience to a potential 6.5 million
Choice will target 15- to 34-year-old listeners, including Kiss FM’s
audience, and position itself as London’s urban youth music station. In
doing so it will attempt to shake off its reputation as a Brixton-based
niche ethnic station.
New marketing pushes for the revamped station include outdoor ad
campaigns and the launch of a customer magazine called Choice FM.
Clear Channel Radio Sales will continue to sell on behalf of the
David Goffin, commercial director at CCRS, said: ’Choice will be
plugging the gap that Kiss has vacated. The station will be of interest
to anybody targeting the youth market.’
Choice FM’s key national advertisers include Procter & Gamble, Turner
Entertainment, BT, KFC, The Observer and the Evening Standard.