Global has revealed the new marketing campaign to relaunch Juice FM as Capital Liverpool.

The rebrand went live this morning and spans television, press, outdoor, social and experiential.

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Global to relaunch Juice FM as Capital Liverpool after £10m sale is approved

A TV advert will debut tonight on ITV Granada, featuring Justin Bieber, Little Mix, Chris Martin, Jason Derulo and Ariana Grande. Outdoor will appear throughout Liverpool city centre, while press includes a cover wrap of today’s Liverpool Echo.

“Launching 107.6 Capital is a huge milestone and something we’ve wanted to do for a very long time,” said Adam Johnson, director of marketing at Global.

“The scale of this new marketing campaign, and the artists that feature in it, reflect the importance we place on making Capital part of the fabric of the city of Liverpool and its incredible musical and cultural scene.  The advertising will ensure that wherever you are in Liverpool you will definitely know about the city’s new hit music station.”


The creative agency for the campaign was WCRS, the media agency is PHD, with the commercial made by Creative Outpost.

Global bought Juice FM from UTV for £10m last year.