Global-owned radio station Capital Liverpool has recruited Justin Bieber, Chris Martin, Ariana Grande and a host of other stars to front its launch campaign.
Spanning TV, print, outdoor, social and experiential, the drive was devised by WCRS and is fronted by a video featuring the pop stars encouraging viewers to tune into the new 24-hour station.
The ad will run in the ITV Granada region during peak programming such as the National Television Awards and Take Me Out, as well as on Facebook and Twitter.
An accompanying outdoor campaign will see the broadcaster take over the Liverpool Media Wall and the Holiday Inn Liverpool City Centre, while press advertising includes a cover wrap on the Liverpool Echo.
Adam Johnson, director of marketing at Global, said that the scale of the push and the A-listers that feature in it reflect the importance the group places "on making Capital part of the fabric of the city of Liverpool and its incredible musical and cultural scene.
"The advertising will ensure that wherever you are in Liverpool you will definitely know about the city’s new hit music station.”
Capital enlisted a suite of stars back in December for its 'Jingle Bell Ball' campaign, and has been toying with new platforms such as Instagram to reward its growing social audience.