Radio Industry Flaunts On-air Talent In New $21 Million Campaign

Radio Industry Flaunts On-air Talent In New $21 Million Campaign
SHARE
THIS



The commercial radio industry has launched a $21 million national campaign for its ‘Radio Alive’ brand identity, which highlights the power of its on-air stars and its growing reach across digital, mobile and social media platforms. 

The first phase of the campaign includes a new brand identity, radio advertising that will air across 260 metropolitan and regional radio stations, print ads, online banners, trade marketing, station and media agency presentations, and a new website that will act as a hub for all materials, including research, ratings data and planning tools related to radio advertising.

Radio Alive ad (2)

Radio Alive ad (3)

Radio Alive website

The campaign communicates radio’s strengths – the strong pulling power of its on-air personalities, its ability to influence and engage consumers, and its success in building social media and digital platforms. 

“Radio Alive is a whole-of-industry rebrand and investment in the future,” Commercial Radio Australia (CRA) chief executive Joan Warner said. 

“We want advertisers to take a fresh look at how radio can help bring their brands to life.” 

“Radio still has the biggest audience reach at breakfast of any media, and now it has a passionate and engaged audience across the day on multiple complementary platforms, from branded events to podcasts. 

“There are exciting opportunities for advertisers to partner with radio in ways that didn’t exist previously.” 

Rob Atkinson, chief executive of ARN and chair of CRA’s brand committee, launched the campaign at the industry’s national conference, Radio Alive 2017, in Melbourne this morning. 

“The new brand is vibrant and compelling, and sets the tone for the campaign message that radio is current, relevant and drives responses,” he said. 

“The first phase of the campaign brings together our on-air personalities, because they are real people with real experiences. The trust, authenticity and engagement that our personalities offer listeners and advertisers is what sets radio apart from almost every other medium.” 

The Radio Alive brand identity has been developed by creative agency Joy, and the ads have been created in collaboration with the radio industry. 

The first phase of the campaign will run for six weeks, and includes trade marketing and promotion through Media i’s network of more than 220 screens in over 60 media agency locations. 

The commercial radio advertising market, including both metropolitan and regional stations, rose by 0.2 per cent to $1.137 billion in the 12 months ending June 2017, according to the CEASA report on advertising expenditure in main media. 

Latest News

Zenith: 65% Of Digital Media To Be Programmatic In 2019
  • Technology

Zenith: 65% Of Digital Media To Be Programmatic In 2019

Sixty-five per cent of all money spent on advertising in digital media in 2019 will be traded programmatically, according to Zenith’s Programmatic Marketing Forecasts, published today. Advertisers will spend US$84bn programmatically next year, up from US$70bn this year, which represents 62 per cent of digital media expenditure. We predict that in 2020 advertisers will spend […]

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018
  • Advertising
  • Media

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018

Digital player Sugar Agency has been crowned the winner of this year’s ‘Ads Are Better Rich’ competition by Fairfax Media. Launched by Fairfax’s chief revenue officer, Matt Rowley, at the company’s 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency. […]

Former APN Outdoor Sales Boss Launches OOH Consultancy
  • Advertising
  • Media

Former APN Outdoor Sales Boss Launches OOH Consultancy

An ex-sales director from APN Outdoor is trying his hand at consulting to advertisers looking to spend some coin in the out-of-home market. After 13 years at APN leading its national direct sales and then its NSW agency sales teams, Tim Rose resigned from the business in shortly before it had agreed to be sold […]

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account
  • Media

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]

US Culture Consultancy Opens Australian Office
  • Marketing

US Culture Consultancy Opens Australian Office

Consulting firm Ministry of Culture (MoC) has announced the expansion of its US-based business to Australia with a new office in Sydney. It is the first international office for the US group, which will focus on providing cultural transformation, consumer insights and culture creation to Australian and Asia-Pacific clients. MoC’s Australian founder, David Art Wales […]