Chrysalis Radio to launch FM ‘super region’ in Midlands

Chrysalis Radio is preparing to launch the first radio “super region”, when it rebrands East Midlands station Century 106 as Heart 106. The new station, which launches on August 26, will sit beside the existing Heart 100.7 in the West Midlands.

The group says the combined stations will create the largest single independent local radio brand in the country and will have a potential combined audience of more than 5.25 million in the Midlands. The group will offer advertisers the opportunity to buy the Heart brand across the region, as well as buying the individual stations.

The rebrand is to be supported by a television, outdoor and press campaign, focusing on Heart’s music output. The TV ad, created by Heart’s retained agency Clemmow Hornby Inge, shows a woman “overwashing” her car so she can continue listening to the station. The outdoor ads, created by BB/Saunders, will include bus-sides and posters and will also be music-led. Media planning and buying is through Starcom and the campaign breaks on September 1.

Chrysalis bought Century from Capital Radio Group, now part of GCap, earlier this year.