Xfm, the GCap Media-owned alternative radio station, is launching an outdoor campaign to support its eight All Day Breakfast gigs that take place over 24 hours across London. The campaign, which will break on June 2, stars Alex Zane working in a greasy spoon caf».
The gigs, which include Paul Weller and Primal Scream, take place on June 21 and will be broadcast live on the station’s first ever 24-hour breakfast show. The campaign will run on 48-sheet and six-sheet posters and will be supported by a print campaign in London and music titles.
London-based design consultancy Superhero has created the campaign, which also shows the acts performing at the event as breakfast meals on a menu in Zane’s caf».
Xfm marketing director, Richard Mintz, says: “Alex has been on air for a year now, and we feel it is a great time to push his brilliant show to the forefront of Londoners’ minds.”