Capital Radio set to change promotional tack

by Daniel Farey-Jones, Brand Republic 29-Sep-06, 11:15

LONDON - Capital Radio is expected to steer away from its traditional TV advertising blitzes in favour of a series of intimate gigs featuring big-name acts such as Justin Timberlake and James Morrison.

The station is about to end the marketing blackout, GCap bosses imposed in 2005 in order to concentrate on turning around programming at London's former commercial market leader.

Prior to the blackout, it was concentrating its marketing efforts on its star breakfast DJ Johnny Vaughan, through a series of song and dance TV ads.

Its fresh approach may kick off as early as next week, with on-air trails for competitions to win tickets for the series of gigs in small venues around London.

The activity comes ahead of the arrival of new marketing director Nick Button who joins the station from Emap-owned Kiss shortly.

The effort is also set to involve a makeover of Leicester Square, on which Capital's headquarters are located.

Earlier this week, GCap signalled it believed it had turned Capital's fortunes around significantly enough to begin marketing in order to get listeners back.

Over the past year, Capital has lost 15.4% of its audience. In the second quarter of 2005, its average weekly reach was 1.94m; in the second quarter of 2006, it was 1.64m.

It is currently in third spot among London's commercial stations after Magic and Heart. The last time it claimed the top spot was the second quarter of 2005.

Capital Radio could not be reached for comment.

Capital's media is handled by Rocket, the agency that won GCap's entire £5m account from ZenithOptimedia and MediaCom North in May, however, it is not thought to be involved in the campaign.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.