GMG Radio are hoping to get people dancing in front of their TV screens with a new marketing campaign featuring the Duran Duran 80s hit "Rio". The ads will air from Monday in Wales, the North East and the North West to promote the Real Radio and Century FM brands.
Both now use the strapline "Music you just have to sing along to", based on Century's original "Radio you just have to sing along to"
The creative, from Manchester-based Clear Marketing, is a parody of the iconic 80s video for Rio – and features a couple singing on a narrow boat rather than the glamorous yacht used in the original version. The adverts run on ITV for three weeks and are the first ones for Century since GMG Radio bought the two stations last October.
The TV campaigns will be supported with outdoor marketing activity on buses and taxis across each region.
GMG Radio Group Marketing Manager Helen Dickinson told RadioToday.co.uk: "The new creative will take every viewer in their late 20s or 30s back to their teenage years. The 'music you just have to sing along to' strapline is an extremely powerful one and works well for both our Real and Century brands and gives an instant insight into the sound of the stations so this new creative campaign is aimed at highlighting this and drawing new listeners to our stations."
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