Xfm features DJs in month-long London tube poster activity

Capital Radio Group is launching a poster campaign on the London Underground for Xfm, which aims to focus on the station's line-up of DJs.

The posters, produced by Quiet Storm and based on a strategy by Michaelides & Bednash, capitalise on the fact that celebrities such as Zoe Ball and Ricky Gervais host shows for the station.

Eight executions will feature on more than 9,000 sites and will run from 3 February for a month. Media planning and buying is by Meridian.

The execution for Zoe Ball's afternoon show features a picture of the DJ and reads: "You no longer need to brush yourself casually against unsuspecting fellow workers for a bit of excitement to liven up the afternoon."

The art director was Trevor Robinson and the copywriter was Becky Clarke.

The Xfm head of marketing, Charlotte Soussan, said: "The campaign invites new listeners who may have felt intimidated by the station in the past, by stressing the breadth of its music policy and its original sense of humour."