New Campaigns – 102.2 Smooth FM

Guardian Media Group-owned radio station 102.2 Smooth FM is launching a television and poster campaign in September. It will be the first campaign promoting the rebranding of 102.2 Jazz FM as Smooth FM.

The &£1.5m, two-week campaign was created by Clear Marketing and will run on ITV1 and Channel 4. The ads feature a woman driving a Jaguar while listening to Smooth FM broadcasting soul star Lemar’s hit If There’s Any Justice.

The poster ads, which will appear on more than a hundred 48- and 96-sheet sites, will feature the brand’s trademark lava lamp along with singers Stevie Wonder, Joss Stone and Lemar.

GMG is also using London Underground sites to market Smooth FM, with posters featuring the strapline: “All Aboard The Soul Train”. Manchester-based media agency Brilliant has handled the planning and buying.

Other posters will promote the station’s commentary deal with Chelsea FC, using the strapline: “Miss a Chelsea Game This Season? No way Jose”.

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