The Australian commercial radio industry has unveiled a new brand positioning and identity to underline its strength as a dynamic, innovative and multi-platform medium.
The Radio Alive brand and logo will be used across the industry to reset perceptions about radio and highlight its broad ever-expanding reach and influence across broadcasting, online, social, mobile apps, podcasting and live events.
Commercial Radio Australia CEO Joan Warner said creative agency Joy had been appointed to develop the new brand identity and launch campaign.
“We recognise there’s a need to refresh the way the advertising industry thinks about radio,” she said.
“We are often perceived as a traditional analogue medium, when in reality radio is – and always has been – highly adaptive. Radio now brings brands to life across multiple consumer touch points.”
Joy principal Andrew Wynne said the Radio Alive brand reflects how radio is alive with talent, ideas and energy.
“We’re excited to be working with commercial radio and helping to capture its unique strengths as a medium that has successfully transformed the way it connects to audiences in the digital age,” he said.
The new marketing campaign will be officially launched at the commercial radio industry’s annual conference in Melbourne on Friday 13 October, which has been renamed Radio Alive 2017.
The new campaign is aimed at increasing advertising revenue for commercial radio at a time of intense competition from international competitors.
The Radio Alive platform follows the ‘Radio. It’s a Love Thing’ campaign that has been running since 2014.
Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]
Adland doesn't appear to function much before 11am, so it's hats off to these early birds who had to set the alarm.
The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]
Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]
Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]
In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]