Nova’s new campaigns for Drive and Syd Breakfast officially launched

Nova Entertainment is rolling out further marketing of its new its new line-ups for Nova 96.9’s Sydney breakfast and national drive show, as already reported on Mumbrella.

The roll-out started with a teaser campaign for the then-unannounced Nova 96.9 breakfast show, which sees Kate Ritchie joining Fitzy & Wippa, as spotted by Mumbrella’s Dr Mumbo ahead of the presenter line-up announcement.

The ad was spotted mere hours after Nova confirmed Ricki-Lee Coulter’s permanent return to radio beside Tim Blackwell and Joel Creasey, thus replacing Ritchie.

While Sydney audiences are used to seeing Fitzy & Wippa and Kate Ritchie separately in various Nova campaigns over the years, the new creative was designed to underscore the fact that Fitzy, Wippa and Kate would now be one team.

Sydney independent agency The Hallway developed the visual concept where all three faces are merged together, taking inspiration from the cover art of Queen’s album The Miracle. This ran alongside a ‘Coming Soon’ message in the tease phase and then, post announcement, under the headline ‘A new face for breakfast radio’.

The ad originally spotted by Mumbrella

Adam Johnson, Nova Entertainment’s chief growth officer said: “There’s a category norm in radio show marketing, where we tend to have a fun image of the presenters to give a sense of the show itself, accompanied by the show name and a call-to-action. With somebody as loved and recognisable as Kate Ritchie joining such an established and successful show as Fitzy & Wippa, we knew we had to do something in the announcement stage to make people sit-up and take notice to generate talkability. The image may be somewhat visually challenging, but it’s achieved its aim and we’re proud to have delivered something different to anything else in our sector.”

Jules Hall, CEO of The Hallway said that undertaking the campaign was made “easier”  because of Nova’s willingness to “shake-up category conventions”.

Once the launch period for Fitzy & Wippa with Kate Ritchie is over, the campaign will move into a new phase with a more traditional radio image accompanied by the headline ‘Look who’s come to breakfast’, which will run across digital large format sites, impulse screens, transit megasides and showcase sides throughout Sydney.

As well as the new breakfast show line-up, Nova has also developed a campaign promoting Coulter’s continuation on the drive program.  The ‘Same, same but different’ tagline was developed to reinforce this, accompanied by a new show image that brings to life the individual personalities of the presenters in a way audiences are sure to notice. The campaign launched this week and will run nationally across digital large format sites, impulse screens as well as transit megasides and showcase sides.

Overall creative and production: Nova Entertainment

Fitzy & Wippa with Kate Ritchie Creative and Production: The Hallway

Photography: Peter Brew-Bevan

Media Agency: Carat Sydney


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