BBC invites listeners to discover classical music in 'Radio 3 Dimensions'

With a range covering everything from well-known classics to more than 20 premieres of contemporary compositions every year, with over 600 full length concerts and 90 operas per year, BBC Radio 3’s approach to classical music is encapsulated in the campaign line – ‘Discover classical music in Radio 3 dimensions’.

“Our ambition for this campaign is to connect with audiences who are passionate about music but have not yet discovered BBC Radio 3. We hope the beautifully realised music journey provides an enticing invitation to sample the station and enjoy classical music in 3 Dimensions,” commented David Dunn, head of marketing for BBC Radio 3 and Classical Music.

Of the camapaign, Karmarama’s chief creative officer, David Buonaguidi,said: “With the wonderful skills of director Pete Candeland, the team have created a beautiful piece of work that really captures the excitement and passion that classical music and BBC Radio 3 creates. It is both thought-provoking and entertaining, whilst answering the key challenge of a brief like this, in appealing to heartland classical music fans and new audiences alike.”

Karmarama also developed the station’s visual identity that will be used across digital, events and comms.