Bauer Radio asked us to develop a brand identity, positioning and messaging for Hits Radio, a brand new station based in Manchester with a footprint that stretches across the nation on DAB. We helped launch the new brand with a marketing campaign and comprehensive implementation process that worked across print, signage, online and outdoor media. Hits Radio offers listeners a wide range of current pop music, mixed with lively banter from its presenters. Advertisers and media planners will benefit from more strategic and consolidated campaigning across the UK with a network of local touch points and content.
As we interrogated the brief and plans for Hits Radio we were struck by the positive vibe both musically and in the choice of presenters. We look for the most simple way of getting the idea across as quickly as possible. The word that we think works best….. brilliant. It became the keystone of our messaging and as a brief to the brand identity and marketing campaign. It’s something that we use everyday to describe good things…not least excellent music.
Brilliant proved to be an open and very flexible asset in our written language and in the choice of vibrant colours and images that extend the idea through every aspect of the brand identity. The core brand identity is striking and positive helping us to grab attention and tell listening and business audiences what’s great about Hits Radio. The messaging, brand identity system and the photography that we produced and directed was then used in the brand implementation to create a series of static and animated posters, online banners and national magazine print marketing campaign material. An important part of the campaign was to tell people in Manchester about the change from Key 103 to Hits Radio, Manchester’s brilliant new national radio station, in prime spots around the city.