Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

o Newquay: surf / skate, clubbing, festivals, party
o Penzance: live music esp rock, arts
o Redruth: live music, hip hop
o and the many other smaller towns with their own unique pockets of interest (Peranporth, St
Blazey, Torpoint etc)
We believe this will not only help establish consistent local credentials for the station and maintain a
close proximity with these crucially different hyper local scenes, but will also create opportunities for
high value local sponsorship. Our partnership with leading local promoters SW1 Productions and
venues such as The Green Room will support this strategy, as we co-promote local gigs and music
events throughout the county, utilising both local and national youth interest music artists to promote
awareness of the station and its sponsors.
Flipside/Greenroom is keen to support the development of a youth focused radio station for Cornwall,
which we see as a crucial component within any integrated strategy designed to tackle the acute
problems facing youth in our project area. As a peer led community enterprise, working through arts
based regeneration, we are happy to work with IMD Radio to ensure they meet any commitments
they make to deliver quality programming tailored towards the diverse needs of our members and the
wider Cornish youth community.
Ben Simpson – Manager, Greenroom / Project Director, Flipside Foundation
The station’s own event based strategy will become the most obvious link between audience marketing
and station revenue generation, attracting prime local advertisers to “partner” with the station to target
their audience in a fun, live and often client-responsive environment. The event strategy will be
developed by IMD Group’s Marketing team, which has extensive experience of live promotions and
event based marketing. Some examples of ways we intend to promote the station to potential and
existing listeners at Itchy FM’s own events include distributing Itchy merchandise at station events, and
via data-capture competitions administered by station branded staff. Extensive station branding at
these events will ensure Itchy FM is synonymous with the Cornwall leisure scene. Examples of some
of the events we are planning to launch as part of the station’s marketing activity are summarised
below.
• Itchy FM Presents…regular club night with station DJs
Station DJs and special guests presenting genre specific club nights will help to position Itchy FM
as the authority on the local scene. Station presenters (particularly of specialist programmes)
would cross-promote their Itchy FM branded live nights during their radio shows, and offer listeners
free tickets and other exclusives. IMD Group would help to ensure station presenters hosted high
profile events featuring DJs from the TrustTheDJ network.
• Itchy FM Party Boat
IMD’s management have experience of co-promoting two highly profitable annual 1,000 capacity
exclusive boat parties in Europe, achieving around £35k in ticket income, and a further £40k from
sponsorship and onboard sampling, and plan to replicate this in Cornwall in support of the station.
The Itchy FM Boat party would be extensively promoted on-air (“Win a weekend on Itchy FM’s Party
Boat!), and via IMD Group’s other local media, with high profile artists such as The Zutons and the
Scissor Sisters playing to an enthusiastic audience of paying guests and station competition
winners. IMD Marketing would handle the logistics of organising the Itchy FM Boat Party on behalf
of the station.
• Itchy FM Presents…The Itchy Beach Party
With 1.4m young people congregating in Cornwall each summer, we foresee the Itchy FM Beach
Party becoming a major focal point for these young holidaying adults. We expect the Itchy FM
Beach Party to become the station’s biggest event, attracting an audience of around 20,000 to see
a major line-up of station playlist artists, compered by station DJs. As the event grows we would
consider extending the promotional coverage to include a branded “Best of the Itchy FM Beach
Party” TV programme, and expanding the invitation via email to IMD’s Youth database, and
promoting it extensively across our network of youth websites. We have had several discussions
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