Previously, the Guardian Media Group (GMG)-owned station's advertising focused on running campaigns supporting the station.
Bates, the former Radio 1 veteran, took over as host of Smooth's 6am to 10am breakfast show on January 4. He has also hosted a show on Classic FM.
The poster campaign, created by Arnold KLP, kicks off on 23 May and will run for four weeks across the north-west of England and the West Midlands.
The posters will be plastered across buses, specifically targeting motorists.
The campaign will run concurrently with TV ads, also created by Arnold KP, which are running in selected regions across the country. A digital campaign, also promoting the breakfast show, will begin in June.
This poster campaign, created by Arnold KLP, shows a watermark image of Bates with three straplines "Easy like Monday – Friday Morning", "The master's voice" and "Where else would radio's smoothest voice be?".
Bates did not directly replace anyone when he took over the slot. Last year, GMG opted to turn its five Smooth Radio regional stations in England into a single national broadcaster.
The station broadcasts from Manchester and broadcasts on the national digital audio broadcasting (DAB) platform Digital One, along with Smooth’s FM frequencies around the country.