Radio industry rolls out new campaign

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 10 August 2020
Radio Alive

The commercial radio industry is rolling out the next phase of its Radio Alive campaign, promoting the medium’s strength for businesses.

The push, developed by industry body Commercial Radio Australia (CRA) and creative agency Eardrum, focuses on radio’s reach, speed to market and ability to target new and existing consumers.

The campaign highlights radio advertising as a cost-effective quick to market way to maintain share of voice, reach mass audiences and influence customers.

It comes as radio businesses report a surge in listeners during lockdowns, against expectations audiences would drop with the absence of a commute to work.

“With so much uncertainty everywhere people are gravitating to radio to feel more connected to their local community,” says Ralph van Dijk, founding creative director at Eardrum.

“Combine this reach and cut through to radio’s speed to market and it couldn’t be a more relevant advertising medium for right now.”

The campaign is on air from today, with the three ads to be broadcasted across 260 commercial radio stations. The campaign will be supported by digital, social and trade marketing activities.

“We know that Australian businesses are facing challenging market conditions and understand that staying connected with customers is vital,” says Joan Warner, CRA CEO.

“Radio is a proven medium that delivers results and offers real value to businesses looking to restart marketing initiatives after a pause and get the message out there that they are open for business.”

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