Text and photos by Neil Pagulayan
Few radio stations in Metro Manila stand the test of time and in this day of instant gratification, some may feel that radio has run its course. As the iPod generation has given way to the music streaming generation, radio has managed to stay in the mainstream.
In February of 1973, a radio station with the call letters DWLL broadcasting on 94.7 Mhz, called Mellow Touch, went on the air. Its format would become the precursor to what we know as easy listening today. In 2006, “Touch” was dropped and 94.7 retained “Mellow” and adjusted its playlist to a pop format, but selecting songs that even its former listeners would like and new, younger listeners would appreciate.
At their event last Wednesday, October 25 at Salvatore Cuomo in Uptown BGC, Luigi Vera, President of Mellow 94.7 announced that the station will be turning 45 on February in 2018 and that they’ve partnered up with IsuzuPhilippines Corporation (IPC) for their “Road to 45” campaign.
They unveiled customized Mellow 94.7 – Isuzu mu-X’s, which are going to be easy to spot as Foilacar has wrapped them in an eye catching Desert Tan scheme with big Mellow 94.7 and Isuzu mu-X Blue Power logos. With their partners Foilacar, Overland Philippines, Blade Auto Center, CTEK, PIAA, Blaupunkt, Black Rhino Philippines, Nitto Tires and Deestone Tires, they have lined up a lot of awesome activities like stick-ons, prize give-aways, photo contests and many more, for loyal listeners who “spot” the Mellow mu-X’s every week leading up to their 45th Anniversary.
“Reaching 45 years is indeed a milestone and to be given the opportunity to celebrate is an opportunity to look back on the friends and our competition who have shaped us into what, and who we are and in anticipation of how we can further evolve to be the better version of ourselves. Just like our partnership with Isuzu, a company that through its existence has also evolved to be better will be the perfect companion on the road ahead,” said Luigi Vera, President, Mellow 94.7
“IPC has found a partner with Mellow 94.7 as we have a lot of things in common, having endured the test of time despite socio-economic changes and stiff competition. Today, we will start this new partnership as our newest product offering, the Isuzu mu-X, equipped with the Blue Power engine rides with Mellow 94.7 on their Road to 45. I am confident that our new mu-X will best represent the kind of cool, comfortable and relaxing ride that will go perfectly well with the sound of Mellow 94.7.” said Hajime Koso, President, IPC
The Mellow mu-X’s are both uniquely equipped, the 4×2 variant is set up for urban terrain and the 4×4 variant is ready to go off-road. These vehicles show that Mellow 94.7 is ready for what lies ahead and with dependable SUV’s like the Isuzu mu-X with their Euro 4 compliant Blue Power engines, Mellow 94.7 is definitely ready to hit the road to 45.
Listen online to Mellow 94.7 at www.mellow947.fm, and be part of the Mellow mu-X on social media www.facebook.com/mellow947.fm, twitter – @mellow947, instagram – @mellow947fm
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