Some of music’s biggest artists will morph into each other in the new marketing campaign which will promote the launch of Smooth Radio.

 

Buddy Holly will become Dianna Ross who will become Rod Stewart as they perform some of their greatest hits in one execution of the multi-million pound advertising campaign which encompasses heavy-weight TV, outdoor and ambient media.

 

The TV ads, which will run in March and April, feature well known tracks such as That’ll Be The Day, Baby Love and Maggi May, and provide an instant flavour of the new easy-listening sound of the five stations across the UK under the Smooth Radio brand. Launching on March 26^th, the stations in London, the East and West Midlands, the north west of England, Glasgow and, later this year, the north east of England, will attract the mature adult and provide a much needed commercial alternative to BBC Radio 2.

 

Clear Marketing Communications created the entire campaign which also utilises six sheet posters, bus backs and liveried taxis to support the station launches in their individual regions. The creative for the poster campaign 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 said: “When our stations launch we will dominate the local media in each region with a striking campaign which cuts through the clutter and gives an instant flavour of the sound of Smooth Radio. There are no other stations on the commercial dial like Smooth Radio and we believe there is significant potential with this brand.”