Bauer £10m spend begins with ad push

Bauer Radio's £10m investment across its brands is getting under way with a marketing push across its North of England stations.

The company which recently bought out Emap's radio assets is spending £1m across its "Big City Network" with an advertising campaign including TV, outdoor, buses and direct mail.

With a "£1,000 Song" theme, the campaign includes a tie in to breakfast show competitions and uses band name puns such as the "Cashier Chiefs" and "Dough Patrol".

Bauer marketing director Steve Parkinson said: "Over the coming year one of Bauer Radio’s key priorities will be to continue reinforcing our relationships with our strong local audiences by creating innovative and exciting ways of driving increased listening."

Stations covered include Key 103 in Manchester, Radio City in Liverpool, Clyde 1 in Glasgow, Metro Radio in Newcastle and Leeds-based Radio Aire.

The £10m investment over the year will also include a relaunch of Q Radio and the launch of Closer Radio.

Meanwhile, a TV advertising campaign for Bauer London station Magic 105.4 will also begin this week. Listeners have been sending in photographers that make them smile, which have been combined into a "Magic Good Mood Film montage" commercials.