Dublin’s 98FM has dropped the FM from its title and have officially launched a new look for the station. The new logo for Dublin’s 98 was recently unveiled at an extravaganza held in the private gardens of Fitzwilliam Square in Dublin.
Launching the new look, Michael Brady, Chief Executive of 98 said: “It has been a while since we have refreshed the look of the station. All high profile brands, including radio stations, need to keep their image and corporate identity relevant and fresh, that is what we are doing. Change is the one constant in our business, our listeners are evolving and changing and we must reflect and embrace their evolving and changing interests. This new look, I believe, also reflects the improved sound of 98 which reaffirms our position as the most entertaining station in Dublin.”
Michael continues: “We listen very carefully to what our listeners are saying and the most consistent thing they keep telling us is that 98 is the station that makes them smile. Our mission is to ensure that when anyone wants to be entertained in Dublin – 98 will be their No.1 choice and help them smile throughout the day.”
A spokesperson for the station says that the new look is made up of vibrant colours of blue and magenta which create a core purple tone that is distinctive within the Dublin radio landscape.
“These colours were chosen because of their outstanding appeal to the target listener during research. The logo is made up of the 9 and 8 creating a curvaceous shape shot through with yellow wave patterns flow, bringing it to life and giving it an energy and vibrancy,” the spokesperson says.
While the look of the station has changed, the station’s ethos remains the same: to continue to play “Dublin’s Best Music Mix” playing the biggest mix of songs from the ’80s, ’90s and today, and to continue to provide the best on-air entertainment, the biggest promotions and most of all, continue to make Dublin smile.
To support the launch of the station’s new look, a major marketing campaign is underway spearheaded by a new 30 second television advertisement which shows people smiling around Dublin city as they listen to 98 to the backing track of ‘Smile’ by The Supernaturals. There’s also an extensive outdoor 48 and 5 sheet bus and Dart campaign.