The campaigns launch this month and will continue in bursts throughout 2011. Media planning and buying will be handled by Brilliant Media.
The BRMB campaign, which uses 48-sheets and a mega six-sheet, with online, is the first since the station was bought by Orion, and follows major changes to the station's line-up and music policy.
A spokesman said the campaign, devised by full service agency BJL, intends to build on the station's "entertaining and engaging brand values" with a series of locally driven executions using the tagline "b part of the banter".
The Gem 106 campaign, made by Midlands-based integrated agency Connect will use TV, outdoor and online and the theme "Turn on the Sparkle" to encourage sampling for the newly branded service.
Heart 106 East Midlands rebranded to Gem106 at the beginning of January. Orion Media bought eight Midlands stations, including Heart 106 East Midlands, from Global Radio in 2009.
Riley, chief executive of Orion Media, said: "These two very different campaigns serve two different purposes. Excellent creative has been backed with a serious media spend.
"The Gem 106 creative launches our new female-focused East Midlands regional service. The BRMB executions are designed to reflect the new schedule we've introduced to our Birmingham heritage station, and establish our credentials as the station providing 'entertaining radio from round here'."
Phil Riley, the former Chrysalis Radio chief, from Global Radio in May 2009, after beating Bauer Media in a final shoot-out.
Global Radio was told to sell the stations by the Office of Fair Trading, to avoid a Competition Commission review of its merger with GCap Media.
Orion Media also owns Mercia FM, Beacon FM, Wyvern, Gold Birmingham, Gold Coventry and Gold Wolverhampton.
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