Radio body signals investment in new brand campaign

Commercial Radio Australia branding campaign teaserThe radio industry is set to launch a major new brand push to promote the medium at its annual conference next month, and has commissioned a song as the centrepiece of it.

Commercial Radio Australia will use presenters from the various networks for the push, which it claims will have around $25m worth of free air time on 260 radio stations across the country.

However it has refused to reveal the theme of the campaign, which has been created by Eardrum.

CEO Joan Warner said: “This will be our biggest and most impactful brand campaign for some years. Our main aim is to highlight the strong and loyal relationship between listeners and their favourite station and how this can benefit advertisers. The overriding message will be very simple; listeners love radio and are influenced by what they hear.”

The campaign will be unveiled at the National Radio Conference in Melbourne on October 17.


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