GMG Radio steps up marketing of Century Radio in regions

by Alison Donnelly, Marketing 15-Apr-08, 08:45

LONDON - GMG Radio is to promote Century Radio in the North East and North West of England and Real Radio in Wales with a three-week TV campaign across their own regions as part of a £1m marketing spend for the network in the coming year.

The campaign is a re-run of the ads it ran last year. The 20- and 30-second spots used Duran Duran's Rio as a theme, promoting the 'Music you just have to sing along to' strapline which is used by both brands.

The ads, which were developed by Clear Marketing, feature a couple singing on a narrow boat rather than on a yacht as in the original Duran Duran video.

The TV campaign will be supported by outdoor activity in all three regions. Real Radio Scotland and Real Radio Yorkshire will also be launching significant regional campaigns during the spring.

GMG Radio Group marketing manager Helen Dickinson said: ‘We will be spending a significant sum on marketing our Real Century Network over the coming year to encourage new listeners to tune in, and this first burst of activity kicks off what will be a busy year for our stations in their regions.'