The ads break next month and will run until the end of the year on taxi sides and taxi tip-up seats. They use the strapline "One track and you're back", and show a typical listener who transforms into a music idol when an old song is played on Capital Gold.
The strapline is intended to have a double meaning, hoping listeners will not only go back in time when they hear classic tracks, but will also go back to the station.
Jo Williams, Capital Gold network marketing manager, said: "Research tells us that our most powerful USP is the memories that our music evokes for our listeners. We have a broad playlist that encompasses the greatest hits of the last 40 years. That's a lot of very personal, special memories."
The campaign is the latest phase of a repositioning of the station to make it appeal to a 35- to 55-year-old audience.
"This advertising campaign is part of Capital Gold's assertive plans to grow its share of the London audience. Despite the disadvantages of an AM frequency, the station remains a significant player in the competitive London marketplace -- it's still bigger than Virgin FM in both reach and share. This campaign will target the non-listener and encourage trial," Williams said.
Capital Gold reaches 1m listeners a week with a 2.9% share of the audience, according to the latest Rajars for the first quarter of the year. This compares with other London-only networks such as Virgin Radio, which has 893,000 listeners, a share of 2.4%, and Heart 106.2, which has 1.8m listeners, a 6.2% share.
The campaign was created by Capital's in-house design team and will be supported by on-air promotions.
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