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Radio Alive kicks off national campaign with new brand identity

Commercial radio is highlighting the power of its stars and reach across digital, mobile and social platforms as part of a new campaign under a new brand identity, Radio Alive.

The campaign was launched by CEO of ARN and CRA chair Rob Atkinson at today’s Radio Alive 2017 conference in Melbourne to promote the radio industry’s new brand positioning, which was announced in July.

Radio Alive includes a rebrand, radio advertising across metro and regional radio stations, print advertising, online banners, trade marketing, and a new website which will feature research, ratings data and planning tools for radio advertising.

The advertising campaign uses bright colours and features radio hosts across various networks, with phrases such as ‘We eat audience for breakfast’, ‘Big personalities online and off’ and ‘In home. In Car. In work. In hearts.’

Commercial Radio Australia's new campaign was unveiled at today's Radio Alive conference

Commercial Radio Australia’s new campaign was unveiled at today’s Radio Alive conference

Radio Alive’s brand identity was put together by creative agency Joy and the ads have been created in collaboration with the radio industry.

Commercial Radio Australia CEO Joan Warner said Radio Alive is an investment in the future.

“Radio still has the biggest audience reach at breakfast of any media, and now it has a passionate and engaged audience across the day on multiple complementary platforms, from branded events to podcasts,” Warner said.

“There are exciting opportunities for advertisers to partner with radio in ways that didn’t exist previously.”

Atkinson described the new brand as “vibrant” and compelling”.

“The first phase of the campaign brings together our on-air personalities, because they are real people with real experiences,” Atkinson said.

“The trust, authenticity and engagement that our personalities offer listeners and advertisers is what sets radio apart from almost every other medium,” he said.

The first element of the campaign will run for six weeks across more than 220 in over 60 media agency locations.

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