102.2 Jazz FM - Jingles, Slogans and Branding

Jingles, Slogans and Branding

Kay Garner, a British jazz singer, was asked by the founder of Jazz FM, Dave Lee, to sing the original jingles for the station when it launched in 1990. Jazz FM has also had many other jingles and slogans during its 15 year life. The most well known was the "Listen in Colour" (featuring the Jazz FM chameleon) strapline, poster advertising campaign and CD in January 1997. The campaign was created by the Willox Ambler Rodford Law advertising agency. The campaign was credited with a 48% increase in RAJAR listening figures from 437,000 to 650,000 in the last quarter of 1997. Later on in 2002 a poster campaign by WARL was launched featuring the chameleon peering through a misted window with the tagline "Come into the Cool". Other slogans include "The Rhythm Of The City" and afterwards, during the GMG era, "Get It On" created by Kitcatt Nohr Alexander Shaw, though on-air it was swiftly replaced by "Smooth Jazz and Classic Soul". The £5 million relaunch with Manning Gottlieb over three years from 2003 brought an end to the Jazz FM chameleon because extensive research carried out by GMG Radio found that few people could associate and recall the chameleon with Jazz FM. The Bespoke Music Company created the Jazz FM jingles which were in use since 1 January 2003, until 102.2 Jazz FM was relaunched as 102.2 Smooth FM. A sample of the jingles used can be heard from their website.