BLACK SABBATH Guitarist TONY IOMMI To Launch KERRANG! RADIO

June 3, 2004

BLACK SABBATH guitarist Tony Iommi will be pressing the "go" button to launch Kerrang! Radio in the West Midlands on Thursday, June 10. The station will broadcast on 105.2 FM.

The campaign to promote the launch of the new station kicked off last month and involved 200,000 gig-style set lists being, "gaffer taped to prominent locations with guaranteed high footfall", according to Brand Republic.

A further 200,000 posters in the style of a 'wanted' poster, with the message that Kerrang! is the most wanted radio station for the region also went on display across the West Midlands.

Other promotional activity includes street teams holding rock aerobics sessions and advertising on 400 buses, showing a businessman "crowd surfing."

Lisa Blower, the station's marketing director, said: "The launch campaign must fulfill three elements, to inform and educate, to encourage trial and then keep people with us. Kerrang! is a huge media brand which will already be fully understood by many of our potential listeners."

She added it was vital that the creative successfully appeared exciting to Kerrang!'s heavy rock fan base as well as not appearing threatening to the wider audience.

"There is a little bit of rock inside most of us and our music remit will be a lot broader than some people might think. Just because you wear a suit by day, you're not excluded from Kerrang!'s world," she said.

For more information on this new station, go to www.kerrangradio.co.uk.

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