Nation1 appointed to £3.5m global advertising brief for Gaydar
Nation1 has been appointed by QSoft, the global gay and lesbian consumer media communications company, to create a one-off television commercial for its digital radio station, Gaydar Radio, which will be aired during the 2004 MTV Awards this August.
The Glasgow-based advertising agency will create and produce the 30-second commercial which will be the first advert aired during the Awards’ first break during terrestrial broadcast in August. Nation1 will produce a further global TV commercial, which will be broadcast throughout September 2004 in the USA, Germany, France, Spain, Holland and Australia and other countries to be announced.
QSoft Consulting, based in the UK, owns and operates Gaydar Radio as well as the Gaydar brand of websites with over 1.7 million registered users. Gaydar Radio broadcasts to the UK on DAB, across UK on Sky Digital, throughout Europe on Astra, and globally on www.gaydarradio.com.
The new TV commercials, a first for the company, are part of a multi-million pound marketing initiative to increase listener figures, drive traffic to the Gaydar sites and raise their number of registered users across the globe.
Commenting on the appointment, Nation1’s director Andrew Grant, said: ‘We are planning to create some ingenious and eye-catching commercials that will really make people sit up and take notice of Gaydar Radio. This is a great opportunity for us to work with a globally successful brand and for the agency to grow with that brand.”