Trust me, this isn't a stunt. Nobody buys jingles for a stunt. This is real, and it makes a lot of sense for the cluster. If the station can knock BMW down a share or two, it'll boost the ranking for WCTY, which will benefit when the agencies come knocking. Hall Norwich has skewed old and male for years, this brings balance into the cluster.
As for execution? I'm pretty disappointed in Jim and Andy on this one. The female voice talent is great, but the imaging is lame and the jingles are AWFUL. As is that name... Roxy? You've gotta be kidding me. It sounds like a 60-something radio dude is trying to appeal to women and is failing... Which is the exact situation.
It's a great idea, but it's being executed very poorly so far.