The Radio Advertising Bureau (RAB) have unveiled a brand new marketing campaign, Britain Loves Radio, at a time when commercial radio is enjoying record audiences and strong revenues.1
The six-figure marketing campaign will be brought together under the umbrella theme of Britain Loves Radio and will include radio advertising, print and online advertising, sponsorships, awards, conferences and the re-launch of the RAB website.
The campaign kicks off on Monday November 21, with a nationwide radio advertising campaign running over the next three months across all commercial networks promoting the power of radio advertising. The campaign will rotate four different executions, written and produced by creative agency, Radioville.
The Britain Loves Radio campaign will underpin all marketing work undertaken by the RAB over the next 12 months and seeks to position radio as an essential and positive choice for brand marketers, stimulating more active consideration of radio as part of brand advertising campaigns.
According to research released earlier this year by the RAB, (Emotional Multiplier) radio positively influences people’s mood to a greater extent and on more occasions than any other medium, and with over 92% of the population tuning into radio every week2, Britain can truly be said to love radio.
The Britain Loves Radio theme will run across the new, re-launched RAB website (www.rab.co.uk), which will showcase the best of UK commercial radio, highlighting both consumer facing news and events like Capital’s Jingle Bell Ball and Michael Bublé’s new show on Magic, as well as trade and industry developments and innovations.
A new Google-based interactive mapping system, designed by MediaTel, will also now available on the RAB website, making it even easier for media planners to plot radio advertising campaigns, showing coverage by reach, station, location, sales point and RAJAR or BARB region, with all maps exportable into planning presentations.
Simon Redican, Managing Director said: “Britain’s love of radio has never been stronger, with commercial radio enjoying record audiences. The Britain Loves Radio campaign seeks to bring this influence to life for advertisers.”
For more information please contact Lucy Goodwin, Head of Press at RAB on tel: 0203 206 7853 or email: firstname.lastname@example.org
Notes to Editors
- Source for audience figs: RAJAR – the third quarter figures released on October 27th 2011 show 33.7 million people now listen to commercial radio every week; over 300,000 more than the same period last year.
Source for revenue: Internal industry data (Q3 2011 radio market +13% yoy)
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