Bauer Radio, formerly Emap Radio, which was acquired by H Bauer in January, is rolling out a £1m campaign supporting the Big City Network, which includes Key 103 in Manchester, Radio City in Liverpool and Clyde 1 in Glasgow.
The activity comprises TV, outdoor, direct mail and online work as well as an on-air promotion offering listeners the chance to win £1000 every day throughout the spring.
The campaign, which was devised by Manchester agency BJL, uses a variety of money-related puns based on the names of well-known bands and singers.
Steve Parkinson, Bauer Radio's marketing director, said that the push was designed to be deliberately eye-catching and promote the genres of music that the Big City Network plays.
Media was planned and bought by Starcom, which was hired by Bauer to handle its business last month. The agency had previously handled media for Emap's Magic, Kerrang! and Kiss FM stations since 2001.
Bauer Radio has announced that it will invest £10m in promotional activity this year with key priorities being the Big City Network, Kiss 100 and the launches of national brands including Q Radio and Closer Radio.
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