GMG Radio have looked to viral phenomenon Sleeveface for a new multi-million pound campaign to promote Smooth Radio. It is the biggest marketing campaign undertaken by GMG Radio to date, as the six Smooth stations introduce a new strapline Love Life Love Music.
Devised by Smooth’s agency Dye Holloway Murray the creative theme for the adverts visualises the range of music broadcast on Smooth by featuring iconic album covers from the last five decades.
The advertising campaign, which incorporates heavyweight TV, outdoor and press for all stations launches on Monday 5th May. A TV campaign for Smooth Radio London will launch in September.
Sleeveface’s John Rostron said: "The advertising agency approached Sleeveface to collaborate on the campaign for Smooth Radio and we were only too happy to help. Smooth plays some great records, and better still, some great records with great sleeves!"
GMG Radio Deputy Chief Executive Stuart Taylor said: “This new campaign for Smooth Radio encapsulates the warmth and humour of the station, and depicts the range and quality of the programming in a contemporary way."