Digital radio station Jazz FM is to launch a marketing campaign that positions the station as an “antidote” to the recession.
The £500,000 poster campaign, created by WARL, will run through the summer on Clear Channel sites and consist of six-sheet posters running nationally and digital 48-sheet sites throughout London.
The activity, which will feature the Jazz FM chameleon, aims to position the station as “the easy-listening antidote to today’s challenging climate” and will use straplines including “For bluer skies, Listen In Colour” and “When nothing’s black and white, Listen In Colour”.
The campaign follows the management buyout of the station led by chief executive Richard Wheatley last month.
The Wheatley-led team bought the station from joint owners the Local Radio Company and Guardian Media Group.
The station was relaunched as a digital-only station last October and is available online, on digital audio broadcasting, and through Sky and Freesat.
Earlier this month, RAJAR data for the first quarter of the year revealed the station had a weekly audience reach of 408,000.