Global Radio is set to spend millions of pounds advertising the roll-out of the UK's new national radio brand, Heart. The first nine stations will switch on January 5th, including Q103 in Cambridge.
Global's first major marketing campaign for the new network includes a brand new TV commercial created by Beattie McGuinness Bungay (BMB), as well as outdoor and press.
The nine stations involved in phase one of the roll-out, which will be completed by Monday 5th January 2009, are SGR Colchester and Ipswich, Horizon Radio, Chiltern FM Bedford and Dunstable, Hereward FM, Radio Broadland, Q103 and Northants 96.
[i]The new TV ad has been designed to announce Heart in the regions not previously exposed to the brand. It captures the fun-loving attitude and cheeky personality of Heart’s target 25 – 44 year old audience, as well as the humour and passion associated with the brand,[/i] Global says.
The ad will run on ITV Anglia and will be supported by a heavy-weight outdoor and press campaign, including the main regional paid-for titles, planned against the target audience. The media has been bought by Mediavest.
The new Heart TV commercial will also be tailored for broadcast in the London and Birmingham regions as part of a wider marketing campaign to promote Global Radio’s flagship stations Heart 106.2 and Heart 100.7 respectively. The commercial is consistent with the “Give it some Heart” TV ad which ran in London last summer. The advertising campaign for London, Birmingham and East Anglia is valued at over £1million.
Global Radio’s Director of Marketing Nicola Thomson said: “We are delighted to support phase one of the Heart roll-out with this exciting marketing campaign, confirming Global Radio’s commitment to Heart becoming a fully national radio brand. Both listeners and advertisers will benefit from being part of a growing national network which is delivered locally – making Heart unique in the market place.”