Commercial Radio Australia launches Radio Alive brand positioning
The Australian commercial radio industry has launched a new brand positioning as it looks to increase its advertising revenue and compete against international players.
Its new ‘Radio Alive’ branding, will be used across the industry in an attempt to ‘reset perceptions’ about radio, and showcase its influence across broadcasting, online, social, mobile apps, podcasting and live events.
The new brand and logo
The new branding follows on from the 2014 ‘Radio. It’s a Love Thing’ brand campaign, which aimed to promote the connection between radio and its listeners.
The new brand identity and accompanying launch campaign, which kicks off in October, was created by creative agency Joy.
Andrew Wynne, Joy’s principal, said the new branding reflects how radio is “alive with talent, ideas and energy”.
“We’re excited to be working with commercial radio and helping to capture its unique strengths as a medium that has successfully transformed the way it connects to audiences in the digital age.”
Commercial Radio Australia chief executive Joan Warner said the industry needed to refresh the way it is perceived by advertisers.
“We are often perceived as a traditional analogue medium, when in reality radio is, and always has been, highly-adaptive. Radio now brings brands to life across multiple consumer touch points,” Warner said.
The new marketing campaign will launch at the annual conference on October 13 – which has also been renamed Radio Alive.
Joy has also completed work for Nike, eBay, Boost Mobile, Glassons and SBS.
topics
Andrew Wynne
Commercial Radio Australia
Commercial Radio Industry
Joan Warner
Joy
Radio Alive
