Real deal for GMG's Century stations

09:20 | Tuesday March 31, 2009

The campaign, which will feature the character Barry the Basset Hound, will take in TV, taxis, buses and other outdoor advertising and is being rolled out in parallel with the two Century stations in the North East and North West taking the Real Radio moniker. This gives Real five radio stations, adding to the existing services in Wales, Scotland and Yorkshire.

The campaign has been developed by Manchester-based Clear Marketing and MediaCom North, will run for five weeks during a two-month period in the North West and North East on ITV and will feature the Real strapline Discover the real you. The TV commercial will also be screened in Scotland, Yorkshire and Wales.

GMG Radio group marketing manager Helen Dickinson says, “At its core Real Radio delivers infectious entertainment and this new campaign demonstrates this sense of fun that our listeners engage with. The new creative not only works to support the rebrand from Century to Real but also engages with potential new listeners in our established regions as perfectly captures the essence of the brand in 30 seconds.”