Capital 95.8 switches marketing spend to events-driven strategy

GCap Media is ploughing the marketing spend for Capital 95.8 into an events-driven strategy following a review of the station’s marketing. It will launch this year with a live summer event in London.

The station mooted a live event similar to Party in the Park, which it ditched in 2004, last year but it is understood that the plans are already in motion for this year. It is also planning to bring back the London awards in support of its charity, Help A London Child.

The review of the station’s marketing is being led by managing director, Paul Jackson. He says: “We are our reviewing approach to marketing and are looking for more tactical areas to get involved with.”

He adds that over recent years the station has stopped the big events “that London loved it for”.

Jackson is currently building a marketing team following the arrival of marketing director, David Andrews, at the start of the year. He has brought in Sarah Whittaker from Virgin Radio, to head events, and has also appointed a marketing manager. He is considering whether to appoint a head of marketing.

The plans are being unveiled following Capital chief executive Fru Hazlitt’s announcement that Jackson will also take control of Xfm and Choice FM. The brands are two of Hazlitt’s five core brands. The other three are Classic FM, Xfm and The One Network.

Jackson would not comment on future plans for Xfm or Choice, but may also be considering live events-driven strategies for these stations.