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Real Radio aims to ‘Put a Real smile on your face’ with Clear Marketing Communications campaign

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By The Drum Team | Editorial

March 26, 2012 | 3 min read

GMG Radio is set to roll out a new Real Radio ad campaign, following the launch of an updated logo and website.

The ‘Put a Real smile on your face’ campaign is the first new creative from Clear Marketing Communications since it was reappointed following a pitch for the account last year, and uses the updated version of the logo.

Banner ads and video-on-demand space will play a key role in the campaign, while outdoor media will also feature heavily.

48 sheet poster sites on key commuter routes, Bus Mega Rears, 6 sheets in train stations and petrol pump handles will target those travelling to work or on the school-run, while the use of digital 48 and 6 sheet sites will allow for updated content.

Jonathan Gillespie, GMG Radio group commercial director, said: “Our extensive research has provided a new marketing direction for the Real Radio brand and the underlying message of this campaign is that listening to Real can provide you with an everyday source of fun and positivity – in essence it makes you feel happier.

“We’ve refined our core demographic to the 30 something adult – a market not specifically targeted by most other stations. We’ve chosen media that reaches them at specific points in their day-to-day lives - whether it’s during their daily commute to work, on days out with the kids at attractions such as soft play centres, watching video on demand or browsing the web on sites we know they frequent.”

The campaign is set to launch on 16 April, although marketing in the North West begins on 14 May, a month after the launch of Real Radio’s new breakfast show.

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