It’s all change for Gem in the Great East Midlands today as the Orion Media station launches a new logo and strapline.
An updated music proposition will see Gem concentrate on current pop music tracks from the likes of Pink, Ed Sheeran and Gary Barlow, and old-school favourites such Madonna, Justin Timberlake and Whitney Houston.
Bosses at Gem say an extensive research programme identified how the tastes of ‘30 somethings’ are changing – and also highlighted the increasing importance of ‘mood’ when listeners choose a station to suit their lifestyle.
‘Playing music you love’ becomes the new brand statement, accompanied by an updated logo to add a more contemporary feel to the brand. “Great businesses today are consumer-led. This extensive radio research project in this key UK region has generated real insight into how contemporary listeners engage with radio in their lives” said Adrian Serle, Orion’s Chief Executive.
“Gem is currently the most listened-to commercial brand in the East Midlands; and we are confident our new approach will strengthen appeal” added Serle.