On Inauguration Day, WHEL, a small country radio station in Fort Myers, Florida, rebranded as "Trump Country" 93.7 FM to capitalize on President Trump's second term. The station briefly tested the name in late 2020 but dropped it after a few months. Its logo now mirrors the Trump-Vance campaign’s typeface, featuring an animated image of Trump in a red tie, flag lapel pin, and a cowboy hat.
Despite Trump’s approval ratings below 50% nationally (though over 90% among Republicans), WHEL’s general manager, Jim Schwartzel, claims the rebrand tripled ratings among adults 25-54 since March. July Nielsen ratings ranked WHEL as the second highest-rated country station in the area. Located in Lee County, where Trump won 64% of the vote in 2024, the station’s high visibility stems from extensive promotion, including billboards.
Schwartzel, a media executive running for a U.S. House seat as a Republican, admitted the station didn’t seek permission for the rebrand, viewing it as “comedy.” The Trump campaign, which has struggled to curb unauthorized use of his name and likeness, declined to comment.
The station’s slogan, “Make Country Great Again,” and promotions, including a Trump voice impersonator, saturate its airwaves. Between country hits like Luke Combs’ “Back in the Saddle” and Sam Hunt’s “Body Like a Back Road,” the station runs ads like the “Deportation a Day” campaign, offering cruises to Mexico with a Trump impersonator jokingly referencing the “Gulf of America.”
According to Scott MacFarlane and Jennifer Jacobs at CBS News, Schwartzel, who avoids on-air appearances due to his candidacy to comply with federal equal-time laws, insists the station avoids political discussions. However, it has hosted events at local Republican clubs.
He conceived the branding idea after observing Trump-themed boat parades in Florida. Schwartzel’s campaign site emphasizes his “conservative values” and support for Trump.
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| WHEL Coverage (93.7 FM 43 Kw) |
Radio industry watcher Don Tanner of Tanner-Friedman Strategic Communications says WHEL’s bold branding is a bid to stand out in a competitive media landscape. With listeners turning to platforms like Spotify, creative branding is crucial for radio stations to remain relevant.
The rebrand risks alienating some listeners, as the Trump impersonator’s promotions mock “woke” ideas and emphasize building. Still, Schwartzel believes the station’s unique approach showcases Trump’s commercial brand power.