Smooth Radio unveils its biggest ever Marketing Campaign

The Smooth Radio Network is set to launch its new multi-million pound marketing campaign which demonstrates at its core the unrivalled variety of music that is played on the stations.

Devised by Smooth's newly signed agency Dye Holloway Murray the creative theme for the adverts visualises the range of music broadcast on the six Smooth Radio stations by featuring iconic album covers from the last five decades.

Adopting the new online craze known as 'sleeve facing' well known album covers are used to mask parts of people's bodies whilst molding them into everyday situations. Whether it's the bikini clad woman's bottom featured on The Very Best of the Beach Boys, Blondie's sleeping face on the cover of Rapture or George Michael's leather jacketed torso on his multi-million selling Faith album, the striking scenarios are guaranteed to make you stop, look and laugh.

The advertising campaign, which incorporates heavyweight TV, outdoor (48 sheets, 6 sheets and mega bus rears) and press for all stations launches on Monday 5th May. The TV campaign for Smooth Radio London will launch in September. Mediacom handled the media buying for the campaign.

GMG Radio Deputy Chief Executive Stuart Taylor said: "This new campaign for Smooth Radio encapsulates the warmth and humour of the station, and depicts the range and quality of the programming in a contemporary way. We are excited about the potential for the Smooth Radio Network as the feedback has been unbelievable."

Managing partner of DHM, Jorian Murray said of the campaign: "We know that the people we want to target with this campaign cherish their album collections so this idea is the perfect way of representing the eclectic range of the Smooth Radio playlist and connecting with our audience."

Sleeveface's John Rostron added: "DHM approached us at Sleeveface to collaborate on the campaign for Smooth Radio and we were only too happy to help with a team of people as passionate about music as we are. Smooth Radio plays some great records, and better still, some great records with great sleeves!"

The campaign was written by Ollie Wolf, Janson Choo, Gary Anderson and Tony Miller and directed by Blinkk at Onesix7 productions.

The biggest marketing campaign undertaken not only by Smooth Radio but by GMG Radio launches as the Smooth Radio brand revises its core essence strapline to 'Love Life Love Music'.

The campaign was brought to life with the help of sleeveface.com

Further Information
Joe Burton – Senior Press Officer: 020 7298 7266
Alison Halstead – Head of Communications – 020 7298 7296 or 07966 243435

Published on 30/04/2008

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