Capital Radio launches a new integrated campaign today (Thursday) to promote its on-air competition Who’s Doing Who?
The campaign – the first advertising activity from Capital in 18 months – was created by Dialogue DLKW, with Rocket PHD responsible for media planning and buying. It marks the beginning of a renewed marketing drive from Capital, and is designed to help change people’s perceptions of the station.
The campaign includes poster, print, online and viral activity, and GCap operations director Steve Orchard says: “After several months of revitalising, Capital Radio is now at a stage where we can begin marketing again. We have bottomed out the decline and are confident we can build from this point on.”
Jim Cruickshank, group marketing director for GCap, adds: “Capital’s marketing activity needs to help rebuild its relationship with Londoners.”
Who’s Doing Who? involves pop stars singing other artists’ songs. Listeners are then asked to identify the artist and guess whose song they are singing. The promotion launches on October 9 and has a prize fund of 100,000.