The radio industry has comeup with a cunning plan. The new strategy will see the whole industry advertise its airtime...on radio. A case of radio eating itself? Maybe. But peak body CRA is throwing assets worth $25m at the venture which is designed to prove the ongoing power of the medium.
A PWC report published in July this year showed that radio will see a compound annual growth of 3.2% to $779m in 2018.
The campaign, which has run since 2003, will launch in October on 260 commercial metro and regional stations. The ads - of which there are eight or so versions - are backed by research extolling the benefits of radio advertising.
Put together by radio specialist agency, Eardrum, and its founding creative director Ralph van Dijk, the ads will debut at this year's national radio conference running from October 17 in Melbourne.
Underpinned by new research on radio listening habits by Colmar Brunton, the campaign will also see CRA launch a new cross-industry website with more details on the research.
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.”
Van Dijk will launch the new plan at the 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 communications at Southern Cross Austereo, Nikki Clarkson.
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