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The promotion aims at boosting commercial station Key 103’s breakfast show “Toolan in the Morning” by featuring presenter Toolan on posters on Manchester’s buses and taxis.

This promotion, the first instalment of a four-month £2 million marketing offensive, comes a month before Xfm Manchester starts broadcasting.

Gcap’s Xfm was awarded the hotly-contested Manchester FM licence in June and is expected to commence operations in October.

Emap Radio’s massive advertising spend will attempt to attract maximum publicity before the focus shifts to Xfm’s launch.

Emap claims Key 103’s campaign, to start on 5 September, is the biggest bus rear campaign ever launched in Manchester.

It will cover 36 buses operating in the city centre specifically, and be complemented by 15 fully liveried taxis.

The campaign was designed by Manchester creative agency Dinosaur, and booked through Viacom Outdoor Manchester.

Nadine Callan, Key 103’s marketing manager, said: “Toolan in the Morning is the most listened to show in our total transmission area.”

“We have produced something really in your face to celebrate its growing success and to put the show’s indelible stamp on the city and our audience.”

Emap Radio broadcasts through its 19 local analogue radio stations and is one of the biggest digital networks in the UK.

Some of its key brands include Smash Hits!, Kiss, Magic, Kerrang!, Q, Mojo and the Big City network.

By Valerie Vidal