Commercial Radio Australia (CRA) will unveil a $25 million industry-wide radio brand campaign at this year’s National Radio Conference in Melbourne on 17 October.
The campaign underpinned by research from Colmar Brunton, will use talent from across networks and feature a song written exclusively for the campaign that will be played across 260 metropolitan and regional commercial radio stations. The song, a series of radio ads, a new industry website, plus video content of personal anecdotes and insights from high profile talent will all be showcased for the first time to nearly 600 radio industry representatives at the National Radio Conference.
While not revealing the theme of the campaign, CRA chief executive officer, Joan Warner said: “This will be our biggest and most impactful brand campaign for some years. Our main aim is to highlight the strong and loyal relationship between listeners and their favourite station and how this can benefit advertisers. The overriding message will be very simple; listeners love radio and are influenced by what they hear.”
The brand campaign has been spearheaded by award winning radio specialist agency, Eardrum. Founding creative director of Eardrum, Ralph van Dijk, will present the session at the National Radio Conference together with CRA Brand Committee chairman and chief executive officer of Australian Radio Network (ARN) Ciaran Davis and committee member and head of marketing and communication at Southern Cross Austereo, Nikki Clarkson.
Ralph van Dijk co-founded Eardrum’s office in London, and after 22 years Eardrum has grown to be the world’s most awarded radio specialist agency. He is asked to lecture and run radio creative workshops around the world and is a regular judge at the world’s leading advertising award shows including Cannes, London International and D&AD.
The radio industry together with van Dijk, began its all of industry radio brand campaign in 2003 well before it became popular with other media and previous ads have included world renowned comedian, John Cleese, and Australia’s Mark Mitchell.
Chief executives, program managers, promotion and sales staff from across Australia will attend the National Radio Conference to hear and see the campaign for the first time.
The National Radio Conference will be held in Melbourne at the Grand Hyatt on 17 October, the day before the 26th annual Australian Commercial Radio Awards on the 18 October at the Melbourne Convention and Exhibition Centre. Further conference speakers will be announced in the coming weeks.