Radioplayer, the joint venture between the BBC, Global Radio, Bauer Media, and RadioCentre, is to kick off a six-figure ad push featuring Johnathan Creek actor Alan Davies.
The campaign, which breaks on 2 March, centres on the Radio Advertising Bureau's (RAB) recent Audio Now research for creative inspiration, which revealed that people use radio to meet different emotional needs.
Using that insight the ads feature different scenarios in which people listen to the radio; such as the office, the gym and going out.
The radio ads, produced by Fresh Air Productions, will run across Global and Bauer Radio stations, as well as a variety of other Radioplayer stations across the UK, and will feature the stapline 'Discover your perfect radio with Radioplayer'.
Michael Hill, managing director of Radioplayer said: “What’s great about this
campaign is that it reminds people of something they’ve always known deep down –
that radio is special. Choose a station to suit your mood, and it’ll always be there for
you – especially with Radioplayer in your computer, your phone and your tablet.”
A digital advertising campaign will also run across Facebook and Google under the
same strapline, with a selection of online banners, mobile and tablet ads.
Radioplayer, which launched in 2011, was created to let users find and listen to live and on demand radio from Ofcom-licensed UK radio stations.