Some of the world’s biggest artists star in the station’s 2018 marketing campaign.
Nova Entertainment has released the next iteration of its marketing campaign featuring global music stars Sam Smith, Shawn Mendes, Ed Sheeran, Chris Martin and Little Mix.
The same style TVC first launched this time last year, coinciding with an overhaul of the brand in order to cement its position in the market.
It is hoped the familiar white backdrop, heavily branded ad featuring the famous faces, “will reinforce Nova’s position as the number one music network”.
Speaking to AdNews, Nova Entertainment’s chief marketing and digital officer says the campaign was such a hit last year, driving record audience cume immediately after launch, that it was a no-brainer when it came to extending the campaign to 2018.
“We had strong results,which we tracked, and this helped determine the longevity of the campaign,” Thomas says.
“As long as it's performing well we will continue to use this.
“The involvement of the world’s biggest artists in the station’s 2018 marketing campaign, reinforces the Nova Network as the number one music network in Australia. Combined with our consistent and popular on-air line ups, and significant media investment, we expect 2018 to deliver another audience record breaking year for the network.”
Thomas says Nova also plans to increase its branded content output. Previously it only used a video content marketing strategy with its breakfast shows in Melbourne and Sydney, but now it will roll out the concept across all breakfast and drive shows in major cities.
The national marketing and media campaign will run across TV, digital, social and out of home (OOH) with transit, large format and time-targeted creative across an array of digital sites.
The new TVC will air across free to air and streaming services from this Sunday.
See: Nova preps marketing campaign and overhauls brand to cement positioning
