Emap Backs Kerrang Radio With Launch Campaign
Emap Performance backing the forthcoming launch of Kerrang! Radio in the West Midlands with an extensive £1 million cross-media campaign designed to drive listeners to the new rock-music station.
The campaign launches tomorrow and combines high-profile television and bus-side activity, with guerrilla marketing, street teams, stunts and PR through local media. All executions will feature the strapline ‘Music with Attitude’.
The activity is split into three parts – teaser, transport and TV. It launches tomorrow when 200,000 flyposters featuring gig-style set lists will be gaffer-taped to prominent locations with high footfall.
The flyposters will help launch a competition to pick the first track played when Kerrang launches on 10 June. A further 30,000 flyposters will be distributed across the region offering tickets to exclusive Kerrang gigs.
The initial teaser element will be followed by a string of stunts across the West Midlands, which will take rock and roll lifestyles as their theme. Street teams will also target the area in an attempt to persuade office workers retune to Kerrang! 105.2.
Around 400 buses across the region will be branded on t-sides, s-sides, and mega rears, with a creative showing a businessman crowd surfing. This theme will be continued with a television campaign featuring ‘hassled city types rocking out’ before going back to their desks.
Lisa Blower, Kerrang! radio marketing director, said: “The launch campaign must fulfil three elements: to inform and educate, to encourage trial and then keep people with us. Kerrang! is a huge media brand which will already be fully understood by many of our potential listeners.”
She added: “The West Midlands is a large and competitive market, so we decided to completely own one high impact medium during launch which has led to a heavyweight transport campaign. Together with primetime TV advertising and clever use of guerrilla, ambient and street work, the West Midlands will know they are ready to rock.”
Earlier this year Emap Performance announced the appointment of radio veteran, Travis Baxter, as managing director of Kerrang! Radio with responsibility for driving growth of the rock music station (see Kerrang! Radio Appoints Baxter To Oversee Expansion).
Emap: 01733 568 900 www.emap.co.uk
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