Duran Duran’s Rio provided one of the most memorable film clips from the 80s and is the theme for a new TV campaign for GMG Radio’s Real Radio and Century FM stations.

 

The tongue-in-cheek style ads, which feature a couple singing on a narrow boat rather than the glamorous yacht in the original version, will have TV viewers dancing round their living rooms singing along to the hit song.

 

The 20 and 30 second commercials will promote the ‘Music you just have to sing along to’ strapline which is now being used by both brands.

 

Created by Manchester based Clear Marketing, the campaign will break on ITV on Monday 16^th April and will run for three weeks. It will be screened in Wales, the north east and north west of England to promote Real Radio and Century FM across these respective regions.

 

This is the first TV campaign for the two Century FM stations since they were acquired by GMG Radio last October.  Both Century FM and Real Radio play a mix of popular music from the last 40 years so the campaign works perfectly for both brands.

 

The TV campaigns will be supported with outdoor marketing activity. Bus rear posters will run in each region throughout April alongside full liveried taxis.

 

GMG Radio Group Marketing Manager Helen Dickinson said: “The new creative will take every viewer in their late 20s or 30s back to their teenage years. The ‘music you just have to sing along to’ strapline is an extremely powerful one and works well for both our Real and Century brands and gives an instant insight into the sound of the stations so this new creative campaign is aimed at highlighting this and drawing new listeners to our stations.”