Vibe to Kiss

In August 2005 Emap acquired Scottish Radio Holdings and inherited two regional dance music stations called Vibe FM, in the Bristol & Cardiff and East Anglia areas.

Emap asked Other lines of enquiry to conduct a risk-assessment of the effects on audience levels and ad revenue if the Vibe stations were re-branded as Kiss FM.

Plan

Other lines of enquiry designed a mixed methodology research project to answer this brief, which included:

• Quantitative strategic market study of 1000 adults aged 16-34
• 6 qualitative focus groups with young listeners in the Vibe markets
• 20 telephone interviews with agency media planners and local radio advertisers

Results

Media planners and radio advertisers were broadly supportive of a change - Kiss was the stronger brand with more growth potential. However, Kiss had to be tailored to the local Vibe markets and not imposed as a London ‘take-over’.

There was no ‘Harvey Nics effect’ - young Vibe listeners were not deprived provincials begging for a swanky London brand to set up shop in their town. They were proud of where they came from and wanted a ‘local’ radio station that belonged to their area.

Vibe listeners needed a reason for change – we concluded that introducing exciting improvements to the Vibe stations would present the best rationale for introducing the Kiss brand.

Case notes

On September 6 2006, Vibe 101 in Bristol became Kiss 101 and Vibe FM in East Anglia became Kiss 105-108. Emap took this opportunity to inject new life into the whole Kiss network, which now boasts a refreshed, re-invigorated sound with new talent, a new logo and new station identities.

The ex-Vibe stations now enjoy the best of Kiss London’s new line-up, including networked shows at the weekends, but each station retains a majority of local programming including their own breakfast shows.