Regional campaign set to promote Smooth Radio relaunch


By The Drum Team | Staff Writer

September 28, 2010 | 3 min read

A national marketing campaign from Smooth Radio will begin to run on Monday to promote the relaunch of Smooth Radio, which will become the second largest commercial radio station next week.

Running for six weeks, the new campaign by newly appointed KLP will run across TV, press and outdoor and depict eight listeners, nicknamed ‘the Smooth Ambassadors’, who reflect the audience of the station.

The eight listeners from the brand’s FM regions were chosen from thousands of Smooth listeners who applied to be part of the campaign.

The TV ad, with two 30 second executions each featuring four Ambassadors, will be broadcast in the North East, West Midlands and North West through October and November. This will be accompanied by a medium weight outdoor campaign in the North West, East Midlands and Glasgow with each 48 sheet showing a different Ambassador. Press advertising will run in a selection of women’s and national listings titles including Woman’s Own and TV Times.

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Media buying was managed by Mediacom.

Yesterday it was announced that Billy Anderson had been appointed managing director of Smooth and Rock Radio.


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