The Guardian Media Group Radio (GMG Radio) owned brand is to launch as a national station on 4 October, available on DAB, DTV, FM and online, replacing its five FM stations in England and most programming on its Scottish station.
The radio group says the move will see the station become the UK’s second largest commercial radio station and provide a platform that will grab listeners from BBC Radio 2.
Television, press and outdoor activity will feature eight listeners, dubbed the Smooth Ambassadors, who “reflect the wide-ranging experiences and zest for life shared by the station and its audience”.
Each listener provides a highlight from their life as well as something interesting they are doing now, for example one abseiled down the Tyne Bridge and is currently restoring a 1964 scooter.
GMG Radio chief executive Stuart Taylor says: “Smooth’s listeners are passionate about life and music, and with a little more money in their pockets than your average commercial radio listener are highly sought after by advertisers.”
The campaign was created by KLP with media planning and buying handled by MediaCom. TV ads will be broadcast in the North East, West Midlands and North West until November.
The station has also signed Honda as its national launch partner.