Nova to hand marketing budget to the listeners
In a move that appears to be bad news for Sydney’s outdoor media owners, the $250,000 marketing budget for Nova 969’s Merrick, Dools & Rick-Lee breakfast show is to be handed to the station’s listeners.
In a move the station describes as “unprecedented”, fans of the show will be asked to pitch ideas via the Nova website. According to the DMG-owned station: “They might change their work voicemail, create a new Merrick, Dools & Ricki-Lee burger and sell it at their local milk bar or turn their car into a rolling ad.”
The Love & Money campaign will begin on June 28.
Update – The campaign also has a key marketing component:
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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Sounds different.
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I think even if the campaign thought up is a failure, the extra press coverage is going to provide a larger benefit than the actual $250k being spent.
I wonder if they can use that money to cut back to having just 2 ads in a row during the commercial breaks and not the extra ad creep the Nova Brisbane started with recently.
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I wonder if Nova fans can ask Richard?
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But how are they going to market the marketing for the competition?
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What about an elaborate PR stunt where Ricki Lee gets kidnapped never to be seen again… Maybe just wishful thinking?
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sounds like Nova trying to be too clever again. It’s no wonder they are at the bottom of the ratings.
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Maybe they could ask Richard to beat the drum
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@Nathan Bush,
So I guess Mumbrella is marketing the marketing of the marketing.
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How about spending it on some decent presenters. Merrick is about as funny as cancer.
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