Clear campaign promotes Century rebrand to Real
Barry the Basset Hound will front GMG Radio’s new £2million marketing campaign to promote the rebrand of Century Radio to Real as it looks to build on its audience across the regions.
The campaign, created by Clear Marketing and sold by MediaCom North, will run across TV, outdoor, taxis and buses following the rebrand of Century Radio in the North East and North West of England.
The marketing drive will begin on Saturday 4 April and aims to communicate ‘the energy and sense of fun’ of Real Radio through the use of Barry, who in the ads feels compelled to start dancing in the kitchen when he hears Anastasia’s ‘All Outta Love’ played on the station.
The campaign will run for five weeks within a two month window across the North West and North East on ITV and features the brand’s new strapline ‘Discover the real you’.
Real Radio Scotland, Yorkshire and Wales will also broadcast the TV commercial for a concentrated burst of activity.
A micro-site will provide an additional online element to the campaign, which will urge listeners to participate by sharing video footage of their pets enjoying the experience of listening to Real Radio.
Helen Dickinson, marketing manager for GMG Radio Group, commented: “At its core Real Radio delivers infectious entertainment and this new campaign demonstrates this sense of fun that our listeners engage with. The new creative not only works to support the rebrand from Century to Real but also engages with potential new listeners in our established regions as perfectly captures the essence of the brand in 30 seconds.”