EMAP have confirmed they will stage a million pound marketing campaign to celebrate the launch of Kerrang! Radio in the West Midlands - the first time the Kerrang! radio operation has broadcast full time on FM. With the usual strapline of Music With Attitude the residents of Birmingham and the surrounding region are about to be barraged with TV advertising, guerrilla marketing, street teams, bus ads and promotions in local print media.
The station's Marketing Director, Lisa Blower, explains: "Kerrang! is a huge media brand which will already be fully understood by many of our potential listeners. We have had to design a creative, which will be considered cool by the Kerrang! aficionados, whilst also being exciting but unthreatening to the wider audience. The West Midlands is a large and competitive market, so we decided to completely own one high impact medium during launch which has led to a heavyweight transport campaign. Together with prime-time TV advertising and clever use of guerrilla, ambient and street work, the West Midlands will know they are ready to rock."