Radio broadcasters are all facing a need to grow the pie by looking to cash in on digital advertising budgets – but Nova is taking it literally.
Nova Entertainment has joined forces with Mrs Mac's Family Bakery for a five-week promotion, packed full of pie-eating contests.
During the five weeks, Nova's drive show hosts Tim Blackwell and Marty Sheargold will go on a road trip with Mrs Mac's to every capital city in Australia. The competition will be integrated into the show's content with third host Kate Ritchie back in the studio.
The Nova Casanova team will also be out on the streets handing out Mrs Mac's pies – and encouraging everyone to embark on their own road trip and document it using the hashtag #pietrip.
Mrs Mac's Roaadtriiiip has been created by Nova's internal division Create, in response to a brief set by the bakery's creative agency – Meerkats, based in Perth – and media agency OMD.
Broadcasters are universally facing challenges to grow their advertising pies – and they are looking to brands' digital and social media budgets to do so as they plan to become more prolific as publishers, content creators and amplifiers.
The current edition of AdNews magazine features a special report on Radio and Streaming, with interviews from the major broadcasters about where they are setting their sights.
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