Absolute readies 80s push

Absolute Radio is to launch an experiential and online campaign to push its 80s radio station.

Absolute 80s launches Friday (4 December) and claims in its strapline to be “The UKs only 80s Radio Station”.

The marketing push for the station includes sampling at forthcoming London gigs by 80s stars Madness, Simple Minds, Pet Shop Boys and Depeche Mode.

A digital campaign will include search and display advertising on 80s themed websites.

Absolute 80s will target 30-54 year olds and will play pop and rock acts such as Duran Duran and Spandau Ballet.

It will be streamed online and on Sky, Virgin Media and Freesat.

It will also be available on DAB in London in the slot currently held by Absolute Xtreme.

Programming for the latter will move across to the station’s newly launched “dabbl” offering, which allows listeners to choose the music played.

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