New marketing campaign launched for Classic FM

Classic FM has a new marketing campaign based on promoting music that people recognise but might not know the name of.

The campaign, “You May Not Know The Name, But You Will Know The Music,” has been produced in-house at Global and it showcases how ingrained classical music is in popular culture.

From marking the start of a UEFA Champions League football match (inspired by Handel’s anthem, Zadok the Priest), to a dramatic boardroom firing on The Apprentice (Prokofiev’s Dance of the Knights), classical music is everywhere in everyday life.

So much is often instantly familiar, soundtracking numerous iconic TV and movie moments, huge sporting events, and many famous advertising campaigns too.

The TV ad will be shown across ITV’s primetime slate and during England’s first Six Nations rugby game. It will also be on the big screen at all Odeon cinemas in the UK.

In addition, the TV ad will be amplified with a nationwide outdoor campaign on Global’s large-format roadside screens and throughout the London Underground.

Global’s Managing Director, Marketing, Simon Barnabas said: “This striking and thought-provoking new audio-visual campaign is a reflection of Classic FM’s commitment to making the genre even more accessible and relatable to new mainstream audiences. The emphasis is on reminding these audiences how familiar and emotive classical music is, touching all walks of life, and how it has the power to take listeners back to highly memorable moments. Alongside the fun, eye-catching companion outdoor creative, we have no doubt it will draw positive attention to the brand in 2025 and beyond.”

Classic FM’s Managing Editor, Phil Noyce added: “It is fantastic to see the music we play every day on Classic FM brought to life in such a captivating and inviting way by this campaign. We proudly play the most popular and recognisable classical music – the best tunes from the past 500 years – and it is very exciting to be inviting more people to enjoy the magic of this iconic music and the feelings and memories it can evoke. Classic FM is a radio station that welcomes everyone regardless of level of classical music knowledge and, for anyone still wondering if this applies to them, the statement at the end says it all – you may not know the name, but you will know the music.”