Capital Radio’s London station 95.8 Capital FM is to rebrand next year in an effort to modernise its image.
Capital Radio head of marketing Vijay Solanki says: “We are aspiring to a cool, mainstream image and all forms of communication will change over the next three months to reflect this.”
The station’s smiling sun logo will remain in the short term, but an updated “sunny day image” will be used in new advertising campaigns.
Solanki says a TV campaign next year will begin to update the station’s image.
To begin with, the station is rebranding the 40 London cabs it sponsors after moving its taxi ad account out of Taxi Media and into KBH.
Passengers in the newly-liveried cabs will be able to switch on a radio to listen to 95.8 Capital FM – a first for taxi sponsorship. Cabbies will be regularly briefed by the station so they will be able to talk to customers about the station.
The taxis’ new strapline, “Get a lift”, will be used in a January promotion in which listeners will be able to win free cab rides.
Capital Radio also operates Capital Gold, Xfm and 15 regional stations. It will launch its first national station, Capital UK, on the commercial digital platform Digital One in January.
Capital Radio won London’s first digital multiplex licence – in a joint venture with EMAP as CE Digital – in September.