Thursday 20 January 2011

Connect brings sparkle with radio launch

Connect Group has been appointed by Midlands-based Orion Media to launch its new East Midlands radio station Gem 106.

The new regional ‘adult contemporary’ service was launched by Orion on New Year’s Day, with Connect’s ‘turn on the sparkle’ creative campaign supporting it.

The campaign, created by Wolverhampton integrated agency Connect includes outdoor, online and TV.

Connect’s new executive creative director, James Sinclair, led the creative team that worked on the Gem 106 campaign. He said: “Working with David and Andy from GEM 106 has been as nice an experience as I can remember in advertising. They know who they are, who their customers are, and what they want to say to them.

“With that level of understanding of their brand translated into a tight proposition and a great name to boot, all we had to do was sprinkle a little pixie dust on top – which of course is exactly what we did.

“ What’s more our partners Bert and Bertie from The Gate Films and Flipbook SFX did a great job of making the magic manifest.”

Orion’s chief executive, Phil Riley, said of the campaign: “The Connect team has created an excellent campaign. Turn around times were extremely tight, particularly as a lot of the work had to be completed in the run up to Christmas, but the team, led by James and client services director Antony Green, met all of our expectations. The campaign is backed up by a serious media spend.”

The media partner for the campaign was Brilliant, based in Birmingham.
To see the television advertisement visit

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