UKRD CEO, Mike Powell and fashioned on the existing 96.4 The Eagle in Guildford, complete with logo, also owned by UKRD. Its advertising campaign was carried out by advertising agency "The Creative Department" and posters featuring well-known lyrics from pop songs were splashed out on the back of First buses and newspaper ads. ironically in the "Bristol Evening Post" and "Western Daily Press", its pre-launch partners. On-air The Eagle featured a fairly lively sound complete with jingles to reinforce the new name in listener's minds.