Sam Smith the new face of smoothfm

NOVA Entertainment has unveiled smoothfm‘s new marketing campaign, with Sam Smith fronting up to bring the station into a new era.

Smith is the face of the new TVC, which aims to reinforce smoothfm’s place as a destination for listeners to escape their busy lives.

The TVC features two of Smith’s songs, ‘One Last Song’ and ‘Baby You Drive Me Crazy’, and bringing the British singer on board was a decision made to provide both loyal and new listeners with a new reason to tune in.

Smith replaces Michael Bublé, the face long associated with smoothfm since he featured in their award winning 2012 campaign with his track ‘Haven’t Met You Yet’.

NOVA Entertainment’s chief marketing & digital officer Tony Thomas told Radio Today the new campaign is “the next phase of the smoothfm life cycle.”

“Sam Smith has incredibly successful music across broad demos, so that’s great for us on Smooth.

“But (he’s) also the right image for us, and personality for the brand; someone that isn’t afraid to take the piss out of themselves, which is what Michael Bublé did so successfully.”

The Smith-featuring campaign will run across TV, digital, social and OOH transit and large format, and launches this Sunday April 8.

Smith is not stranger to the Nova brand, having recently performed at Nova’s Red Room at the Sydney Opera House to celebrate the release of his album ‘The Thrill Of It All’.

Stay tuned to Radio Today next week for our chat with NOVA Entertainment’s chief marketing & digital officer Tony Thomas.