Illuminated advertising: Radio FG on the Paris ring road


If you’ve been driving around Porte de la Chapelle in Paris since mid-August, you are very likely to have seen the brand new illuminated advertising proudly displaying the Radio FG logo. This XXL advertisement takes up the brand’s emblematic codes and highlights the FM-DAB code. It is also accompanied by an impressive giant advertising banners near Porte de St Mandé.

Radio FG: At the heart of electronic music since 1981

To give you a brief overview, Radio FG was founded in Paris in 1981 and has since become an emblematic radio station for electronic music. It plays a central role in promoting electronic culture and clubbing in France and a couple other European countries.

The strategic choice of illuminated advertising

First of all, it is interesting to think about the benefits of illuminated advertising for a radio station. Here are a few practical reasons:

  1. Increased visibility: the Paris ring road is one of the busiest roads in France and Europe, with heavy traffic most times of the day and night. Having a well-placed illuminated logo allows the radio station to be noticed by a wide audience, which can help to increase its visibility and brand awareness.
  2. Memorability: a well-designed, eye-catching illuminated logo can leave a lasting impression in the minds of motorists and passers-by. They may remember the radio station and its logo, which may encourage them to listen to it in the future.
  3. Create a strong visual identity: a bright logo on a busy thoroughfare such as the ring road can help the radio station reinforce its brand image and create a distinct visual identity. This can help build audience loyalty and differentiate the station from the competition.
  4. Local advertising: if the radio station primarily targets a local or regional audience, an illuminated advertisement on the ring road can be an effective way of promoting its presence and strengthening its connection with the local community.

Radio FG’s decision to opt for illuminated advertising is designed to reinforce its position as the leading DJ radio station in the Paris region, particularly in the north/north-east of the Paris ring road. At the same time, it continues to build awareness among those who may not yet be familiar with the radio. Now, near Porte de la Chapelle in the east direction, you can admire the brand’s logo, the FM code attached and a baseline that makes it instantly recognisable.

The combination of event banner and illuminated advertising

Radio FG has made a strategic decision by choosing the Paris ring road as a location to reach millions of potential customers. The spot also offers outstanding visibility from the train tracks below, carrying thousands of passengers to and from Gare du Nord every day (Eurostar, Thalys, TGV, Regional trains to the north of France, Transilien and RER). The advertising will be in place for the next five years, demonstrating FG’s commitment to building a strong, long-term image.

To complement this strategy, which is part of a wider communications plan, Radio FG has also opted for an giant banner. This creative approach specifically targets the eastern section of the ring road, complementing the illuminated advertising to the north. The brand uses this 226m² banner near Porte de St Mandé, giving it visibility to over 1.8 million contacts every month, especially during rush hour. This strategy further strengthens Radio FG’s presence in the Paris media landscape.

The article in brief

  • FG’s illuminated advertising, near Porte de la Chapelle, blends into the Parisian landscape with the iconic Radio FG logo, reaffirming its leading role in electronic music.
  • Founded in 1981, Radio FG is an institution of electronic music, playing a central role in promoting electro culture and clubbing in France and Europe.
  • The choice of illuminated advertising on the Paris ring road demonstrates Radio FG’s ongoing commitment to making its presence felt in the Paris region.
  • Combined with an event banner near Porte de St Mandé, this strategy strengthens Radio FG’s reputation on two different sections of the ring road.
  • Through these formats, Radio FG is inviting its audience and future audiences to come together on the same channel and enjoy the best in electro, house and deep-house music.

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