National Planet Rock, which is also on 105.2FM in Birmingham, is being marketed via billboards in Birmingham by Bauer.
The giant billboards are on the M6 at Junction 9 (North and South) and the M5 at Junction 1 (north and south).
One of the marketing messages will advise drivers to tune in, turn it up and rock out, whilst another features a fake motorway sign directing listeners to carry straight on to Planet Rock, or turn left to ‘Dullsville’.
Head of Marketing at Planet Rock Jon Norman: “The West Midlands has an incredible rock heritage and we feel there is an opportunity to grow our audience in the heartland of UK Rock music. The creative billboards have been designed to connect directly with our existing Planet Rockers as well as encouraging trial for potential new listeners.”