PHD North secures Xfm campaign

by Ann-Marie Corvin, Media Week 07-Jul-08, 14:55

LONDON - Media agency PHD North has brokered a month-long outdoor campaign for Xfm Manchester to promote itself as an alternative to mainstream pop music.

The campaign, which coincides with the arrival of new Xfm breakfast show presenter Mike McClean, is designed to target young music fans who are invited to trial the station over the summer.

PHD North has been asked to reach people during their commute, and will use a mixture of phone kiosks and advertising on Metrolink's tram network.

It is hoped that the campaign will also be a timely reminder for the 44% of commuters listening to radio via their mobile phones.

The creative, by Love, breaks on 8 July and is supported by on-air gig ticket give-aways, festival coverage and broadcasts.