David Hamilton fronts new £1m marketing campaign for Boom Radio

Boom Radio has launched a new million-pound marketing campaign to attract more listeners.

It will feature a TV ad with David Hamilton talking about his life in music, with more versions to come.

The year-long campaign was planned and bought by MediaLab, with creative production by Koala TV.

Programme Director David Lloyd: “We’re delighted to have David Hamilton front the first of our ads – we know our listeners love him, and at 84 he’s still full of life, like them.

“We are a modern station, but reminding our listeners of their youth in our marketing really works for us.”

The campaign will feature the station’s “Feel young. Again” creative approach, using listener photos from their youth to bring back memories.

CEO Phil Riley added: “We think we’ve barely scratched the surface of our listener potential, and the fact our original shareholders have stumped up to support this next phase of growth says a lot about their faith in the station.”