GMG Radio plans Real Radio rebrand ads

Guardian Media Group Radio is to launch a 2m marketing campaign to promote the rebrand of Century Radio to Real Radio.

Guardian Media Group Radio is to launch a £2m marketing campaign to promote the rebrand of Century Radio to Real Radio.

The campaign, created by Clear Marketing with media planning and buying handled by MediaCom North, breaks April 4 to support the rebrand of Century Radio in the north east and north west to Real Radio.

The television and outdoor activity will feature animated character Barry the Basset Hound with the strapline “Discover the real you”.

The TV spot sees Barry dancing in his kitchen after hearing “All Outta Love” played on the radio station.

Real Radio Scotland, Yorkshire and Wales will also broadcast the TV spot.

In addition, a digital campaign will include a microsite that will encourage listeners to share video footage of their pets experiencing the station.

Helen Dickinson, GMG Radio marketing manager, says the ads aim to “engage” with potential new listeners as well as support the rebrand.

The stations had a combined audience of 2.6m listeners a week in the six months to March 30, according to the Rajar/Ipos-Mori/RSMB data.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here