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Smooth Radio starts testing

GMG's latest station Smooth Radio has started test transmissions from a new studio complex at Team Valley in Gateshead. The easy listening regional station will launch on January 8th, with a high-profile marketing campaign kicking off on Boxing Day.

The marketing campaign includes TV ads which feature the faces of some of music’s biggest artists morphing into each other on-screen. Buddy Holly will become Diana Ross who will become Rod Stewart as they perform some of their greatest hits.

Created by Clear Marketing Communications, the campaign will also include bus-backs across the north-east throughout January. The creative will also feature artists and their hit songs, such as ROD and Want to Hear All Your Favourite Songs? Tonight’s The Night.

GMG Radio Chief Executive John Myers, who was talking about the network at a Radio Academy event in Leeds last night, said: “When Smooth Radio launches, we want our future listeners to have a clear impression of what the brand is about and the sort of music they can expect when they tune in. This creative works perfectly to achieve that objective.”

Smooth Radio North East will join a five-strong network of Smooth stations in Manchester, London, Birmingham, Nottingham and Glasgow. It will broadcast on four frequencies of 97.5 in Northumberland, Tyneside and North Durham, 101.2 in Tyne Valley and Hexham, 107.5 in West Tyneside and 107.7 for Teesside.

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