BBC Radio 2 is hoping to win over listeners with a new marketing campaign to highlight the range of its presenters.
The campaign sees the station ’reappraising’ its position by filming its presenters in front of giant projections of footage relevant to their shows, with the aim of showing there is ’More 2 It’ than listeners may realise.
Created by RKCR/Y&R, the ad, called Adventure in Sound, features Radio 2 presenters Chris Evans, Graham Norton, Bob Harris, Claudia Winkleman, Jo Whiley, Jeremy Vine and Jamie Cullum.
Damon Collins, executive creative director at RKCR says: “Getting to the heart of great brands is always fascinating and the more we learn about Radio 2 the more incredible a station we find it to be,”
“This film is intended to simply bring to life the breadth and depth of its offering,” he adds.
The campaign launches as commercial Smooth Radio goes head to head with Radio 2 following its national rollout earlier this month.