Commercial Radio Australia Unveils New Brand Positioning

Commercial Radio Australia Unveils New Brand Positioning
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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.

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