Radio X’s multi-million pound advertising campaign will feature Chris Moyles in a parody of the Bittersweet Symphony music video.
National television ads will commence on Monday, the day the station launches, along with double page press ads in the Evening Standard and Metro, plus a cover wrap of ShortList. Outdoor spots include premium sites across London and Manchester where Radio X is on 104.9FM and 97.7FM.
The TV ad follows Chris on his journey to work at the Radio X studios for his first show, whilst the press and outdoor campaign creative shows Chris Moyles aloft a radio tower proclaiming his return to radio. It will air on ITV during Rugby World Cup matches, including England vs Wales on September 26th as well as across ITV Digital, Channel 4 Digital and Sky channels.
A series of nationwide live music events, the Radio X Roadtrip, will also launch, supported by O2. The first programme of events will take place at O2 venues from October to December 2015 around the UK including London, Manchester and Glasgow to celebrate the introduction of the new national station.
Stephen Miron, Global’s group CEO, said: “This is a really exciting and important launch for us at Global which is why we’ve committed to such a significant marketing investment. Given the phenomenal all star line up on Radio X, which includes Chris Moyles at breakfast, we want to make sure people right across the UK hear all about Radio X. This is why you’ll see a lot of Radio X advertising, and it also gives you some indication of our ambition for this new brand.”
Adam Johnson, Global’s director of marketing, said: “We’ve created a campaign that reflects both the personality of the new Radio X brand and our new breakfast show host, Chris Moyles. Having someone like Chris at the centre of the campaign was an absolute gift and gave us licence to have a lot of fun with the advertising. We think this campaign will have huge appeal with everyone who’s a music fan and has a sense of humour and it will certainly prove memorable.”
Global worked with WCRS and PHD on the campaign. The TV ad is directed by The Bobbsey Twins, through production company Blink. London-based music photographer Tom Oldham shot the press ads.