Parent company Chrysalis Radio has hired advertising agency Clemmow Hornby Inge to lead a major relaunch of London's Heart 106.2 FM and Midlands station Heart 100.7FM in October, with a television and outdoor campaign.
The station's three-year-old strapline 'The right song, right now' will be scrapped and its distinctive red and white logo - used since the station launched 10 years ago - will be replaced.
Heart 106.2 FM has its sights set on overtaking long-time rival Capital, which leads the London market by just 200,000 listeners. The arrival of Johnny Vaughan to replace veteran presenter Chris Tarrant on the breakfast show has so far failed to consolidate 95.8 Capital FM's lead, with its audience slipping from 1.38m to 1.34m listeners, down 14% quarter on quarter, in Rajar results for the second quarter.
Steve Parkinson, managing director for Heart 106.2 and marketing director at Chrysalis Radio, said: 'We wanted a central idea to use on- and off-air to encourage non-listeners to reassess the brand, and that would allow us to push for the number one spot in London.'
Heart's marketing review follows rival Emap Performance's appointment of St Luke's and HHCL/Red Cell to handle the advertising accounts for Magic FM and Kiss 100 respectively earlier this summer.
CHI picked up Heart's business following a pitch handled by the AAR that included seven-year incumbent EBP, Joshua, Vallance Carruthers Coleman Priest and Boymeetsgirl.
Media planning and buying remains with Starcom Mediavest.
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