The eight-week TV campaign, which launches on the 16 January, has been planned and bought by Starcom Mediavest, and will air on ITV, LWT, Channel 4, Five and digital and satellite channels ITV2, E4, Living and UK Style. The TV burst will be supported by Heart's first use of cinema.
The two 30-second TV executions, "School Run" and "Jogger", created by Clemmow Hornby Inge, put Theakston in real-life morning situations, on the school run and running with a female jogger in the park, with a new tag line, "Heart Breakfast with Jamie Theakston. Are You Up For It?"
Tina Finch, brand marketing director for Heart, said: "These ads are a powerful evolution from the successful launch ads and convey even more of Jamie's natural, fun personality to encourage more new listeners in our 30-something target audience." Heart's last campaign promoting Theakston was a £2m TV and press push that broke last May.
Heart 106.2 recorded a 6.4% share of the London market in the most recent Rajar results, which covers the quarter ending 18 September 2005, while Magic 105.4 took second place with a 5.3% share, leaving Capital trailing in third place with 5.1%. These were the first figures since Theakston arrived at Heart, and showed his audience only 10,000 listeners behind Johnny Vaughan, Capital Radio's morning DJ.
Capital Radio is promoting its new identity this week in what has been described by chief executive Ralph Bernard as a "soft launch", with promotional spots mainly on the station itself.
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