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Sound FM radio station was facing low audience figures. Research indicated that potential listeners did not know what sort of music the station played, or that it provided local coverage of news, weather, sport and traffic. The importance of this campaign to the station was such that around three-quarters of all outdoor media in the transmission area was booked. As a first step, the station was renamed Leicester Sound in order to reinforce the local connection. The creative solution used headlines based on well-known songs from the station's playlist to highlight different areas of the station's output. |
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