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London News Radio has lifted the wraps on a pounds 1.1 million push

for its rebranded FM station, London News Direct.

The campaign, through McBains, kicks off on 15 January using posters,

press and bus-sides. The first burst will run for two months and aims to

increase awareness of London News Direct among its target ABC1 audience

and to push the new station among agencies.

The creative work is typographically led and features the new News

Direct blue and yellow logo. The poster execution comprises huge yellow

and white letters on a black background. The main copy reads: ’We don’t

give you the news now and again, we give you the news now. And again.’ A

smaller strapline across the bottom reads: ’Round the clock news,

travel, sport, City and entertainment whenever you want it.’

The press execution also features large yellow type on a black

background, an image of a clock and more detailed information about News

Direct. The main copy reads: ’The news doesn’t happen on the hour, so we

don’t just give it to you on the hour.’ The ads were written and art

directed by Giles Keeble.

Nigel Reeve, managing director of London News Radio, said: ’Our brief

was to educate the potential audience, increase ABC1 listenership of

News Direct and LBC and to back the new sales team which was brought

in-house.’

Media planning and buying is through Rocket and a second burst is

planned for mid-November.