Commercial Radio Australia has overhauled its positioning and unveiled a new name.
Now called Radio Alive, it aims to better reflect the dynamic of radio beyond the airways and attract more ad dollars.
It hopes that the new name and positioning will “reset perceptions” of radio and reflect that it is an innovative, multiplatform medium that spans broadcasting, online, social, mobile apps, podcasting and live events.
“We recognise there’s a need to refresh the way the advertising industry thinks about radio,” says chief executive officer Joan Warner.
“We are often perceived as a traditional analogue medium, when in reality radio is, and always has been, highly-adaptive. Radio now brings brands to life across multiple consumer touch points.”
The identity change takes effect immediately but the campaign will be launched at the industry's annual conference in Melbourne on 13 October. The event itself has been renamed Radio Alive 2017.
It appointed creative agency Joy to develop the new brand identity and launch campaign.
Joy principal Andrew Wynne says: “The Radio Alive brand reflects how radio is alive with talent, ideas and energy … [it] captures its unique strengths as a medium that has successfully transformed the way it connects to audiences in the digital age.”
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