Queen Victoria Market calls customers back in podcast campaign

The Queen Victoria Market has launched a campaign to draw Melburnians back to its historic venue now the city is moving out of the COVID-19 lockdown.

The campaign will be running across of a number of podcasts, in an effort to attract the ‘key segment of progressive, inner-urban professionals’. The ads will be geo-targeted to reach the market’s local catchment area.

Created by Spinach and custom podcast producers Ranieri and Co, the ads will be read by Business Wars host David Brown, and appear as pre-roll or mid-roll during podcasts Imagined Life, Stories Podcast, Good Life Project and Business Wars.

Co-founder of Ranieri and Co, Nick Randall, said: “More and more Australians are turning to podcasts. In this instance, we were able to use one of the most high-profile podcast talents in the world for a campaign that is highly localised to key suburbs in Melbourne to showcase the benefits of shopping at the much-loved Melbourne market.”

The decision to use the medium was backed by Inside Radio research that found podcasts create high levels of memory encoding for brands.

Spinach general manager and media director, Ben Willee, said: “With podcast listenership on the rise during lockdown, this is a great way to promote the iconic Queen Vic Market next to some of the most interesting and popular stories in the world. This approach offers efficient delivery of audience and great creative in a low clutter environment, delivering cut-through that counts.”


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