VCCP reveals latest LBC Radio press ad in topical campaign

Vallance Carruthers Coleman Priest is unveiling its latest tactical press ad for LBC Radio to coincide with President Bush's visit to Britain.

The ad is the latest in a series of satirical executions aimed at reinvigorating the Chrysalis Radio-owned brand among an older audience.

It suggests confusion over whom the American president is meeting during his stay by running the line: "Bush excited to meet Queen. He's got all their albums. Tune into London LBC 97.3 FM."

The execution will appear in the Evening Standard and Metro for the week following Bush's arrival.

The creative team was Paul Murphy and Peter Murphy. Media planning and buying was by Starcom MediaVest.

VCCP picked up the creative account with a brief to relaunch the London news-based station at the end of last year, following a two-way shoot-out against Farm.

Since the first work emerged in January, executions have included a topical ad on the magician David Blaine and most recently one on house prices, which stated: "By the time first-time buyers can afford a house, they should be in a home."

The ads target listeners aged between 35 and 54.

In Rajar's first-quarter results, LBC 97.3 FM recorded a weekly reach of 447,000 with a 1.8 per cent listening share.

Chrysalis bought the sta-tion earlier this year for £23.5 million.

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