Absolute Radio in rebranding drive

Chris%20LawsonAbsolute Radio is to launch the next stage of its rebranding campaign with a focus on the station’s expanded playlist.

The station, which rebranded from Virgin Radio last September, will run the second wave of television activity, created by Albion and again starring In Bruges actor Jordan Prentice, later this month.

A 30-second spot will push the station’s “real music” positioning, while a ten-second execution will focus on its “no repeat guarantee”.

Chris Lawson, brand director of the station, says the guarantee has “really resonated with audiences” since the station launched.

He adds his priority and the aim of the campaign is to increase “brand recall and getting the personality of the brand through”. He adds that recall is on the increase with a quarter of the population now knowing the station.

The station was included in quarterly Rajar figures for the first time earlier this year but saw its national reach across all platforms slump 23.6% year on year in the fourth quarter when compared with Virgin Radio.

Lawson says marketing in the second quarter will focus on its association with live music and the station will broadcast from a number of summer music festivals, including the Isle of White festival, V and the Blur reunion concert in Hyde Park. He adds there will be a brand presence but that “we have not decided how yet”.

Absolute also plans to build its digital presence this year. Lawson says it is testing a new iPhone application. “DAB is obviously significant but it is also about streaming through other digital platforms.”

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