Melody Radio, London’s easy listening station, has appointed Mustoe Merriman Herring Levy. The first work is a TV and poster campaign to break on February 1.
The work is designed to raise awareness of Melody’s frequency change – it moves from 104.9 to 105.4 MHz the day the campaign breaks – and to encourage sampling by new listeners.
Mustoe Merriman won the business “at the turn of the year”, says Melody managing director Sheilah Porritt. No other agencies were invited to pitch.
The Melody FM task is thought to be worth about £500,000.
However, the frequency change coincides with the station’s decision to position itself as a more up-to-date service than might have been suggested by its former name, Melody Radio.
Melody is shifting frequency because it suffers from poor reception in certain South-West areas.