DMG is set to roll out a large scale marketing assault to promote the launch of its new radio station SmoothFM in Sydney and Melbourne, to be fronted by musical artist Michael Buble.
The network revealed the launch of the new station earlier this month, saying it will follow an easy listening format, with more music and less talk.
The campaign is due to launch this Sunday (20 May), and will be headed by a TV commercial where Buble sings his hit 'Haven't Met You Yet'. The campaign will also run across outdoor, print, magazine, digital, mobile and radio.
Buble said: “This is a match made in heaven. smoothfm is supporting my music so I’m thrilled to be jumping on board to be part of the station launches. I love Australia and I look forward to seeing you when I’m next down.”
DMG group marketing director Tony Thomas said: “The association between Michael Bublé and smoothfm is very strong and natural. He clearly reflects the personality of the brand and the music that you’ll hear on air. We are really excited he has joined SmoothFM as part of our marketing campaign and our on air line up.”
The station is another rebrand of DMG's second-tier stations in Sydney and Melbourne. They were branded as Vega Radio until 2010, but after low ratings share were rebranded to Classic Rock. This new moniker was also unsuccessful on the ratings front, and DMG quietly dropped the brand last year giving the stations the names Sydney's 95.3FM and Melbourne's 91.5FM.
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