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.

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.