Bauer invests in major regional campaign push
Bauer Radio is launching a major marketing and promotion campaign across its network of Big City stations including Clyde 1 and Forth One as part of its commitment to invest £10m in the coming year.
Bauer Radio is launching a major marketing and promotion campaign across its network of Big City stations including Clyde 1 and Forth One as part of its commitment to invest £10m in the coming year.
The ‘£1,000 Song’ promotion is a £1m campaign including an integrated marketing blitz incorporating TV, outdoor, buses, direct mail and online and ambient media.
The marketing creative was devised by Manchester-based BJL and uses The Sound of Money as the basis for the concept which playfully combines slang words for money with Big City playlist artists so Kaiser Chiefs become Cashier Chiefs, Snow Patrol becomes Dough Patrol and Kanye West becomes Kanye Wedge.
Paul Cooney, Bauer Radio’s Regional Managing Director, said the promotion was part of Bauer Radio’s commitment in Scotland to creating excitement for local audiences to grow combined audiences across the UK.
He said: “Over the coming year one of Bauer Radio’s key priorities will be to continue reinforcing our relationships with our strong local audiences by creating innovative and exciting ways of driving increased listening. This creates the dual winning situation of delivering advertisers both highly targeted local audiences alongside large scale combined audiences across Scotland.
“We’ve created a simple but fun promotion which highlights the importance we place on great music whilst creating scores of winners at every station, adding up to hundreds of winners across the UK.”
The ‘£1,000 Song’ promotion offers listeners the chance to win £1,000 every day and will run throughout the spring across Bauer’s leading heritage local stations including both Clyde 1 and Forth One.
Each week a new trigger track will be chosen and each station’s breakfast show will tease listeners with the time the track will be played in full: the signal for people to call in with a winner being chosen at random to win £1,000.