BBC campaign aims to bring Radio 2 'to life'

The campaign created by Rainey Kelly Campbell Roalfe/YR aims to showcase the station's broad range of music and talent around the tagline "More 2 It".

In addition to Evans, the trail, called "Adventure in sound", also stars presenters Graham Norton, Bob Harris, Claudia Winkleman, Jo Whiley, Jeremy Vine and Jamie Cullum, among others.

Five giant projectors were used to stream footage relevant to the presenters' shows to bring each programme's content to life.

Damon Collins, executive creative director at RKCR, said: "Getting to the heart of great brands is always fascinating and the more we learn about Radio 2 the more incredible a station we find it to be. This film is intended to simply bring to life the breadth and depth of its offering.

The new trail comes as Radio 2 launches the weekday Breakfast Show half an hour earlier at 6.30am from today.

The DJ commented: "Less sleep but no matter - more music, more fun and more coffee very much required. Oh and of course extra yoga and meditation..."

Bob Shennan, controller of BBC Radio 2 and 6 Music, added: "Chris has proved so popular with the Radio 2 listeners that it makes sense to give him a little extra time, even though he'll have to move his alarm clock forward."

The BBC's controversial gamble to replace Radio 2 stalwart Terry Wogan with Chris Evans at the start of the year has proved a success for the broadcaster. His daily breakfast show attracts the largest audience for any station in the past 10 years.

When Evans took over the reins at the start of year he achieved an average weekly reach of 9.5 million listeners, up from Wogan's 8.1 million before Christmas, according to official Rajar figures.

Despite reach slipping to an average 8.5 million in the second quarter of 2010, the show continues to be the most popular breakfast show in Europe.

Accompanied by newsreader Moira Stuart, traffic reporter Lynn Bowles and sports reporter Jonny Saunders, it has introduced listeners to many new features, such as the Sporting Challenge, which sees Evans tackle lacrosse, circus-skills, ice-skating and gymnastics.

Earlier this year, Evans presented his show from his own back garden as a part of his "Drive and Dine" fundraising weekend in aid of Children in Need, which raised thousands of pounds for the charity.

In August, the DJ, alongside his co-presenters for the day Richard and Judy, broadcast the programme live from a field in Talland Bay, Cornwall, creating a campsite for hundreds of Radio 2 listeners.

More than 100,000 people visited the Radio 2 website that morning to watch live video footage of Chris's show, which included Moira reading the news from a horsebox.

This article was first published on mediaweek.co.uk