Commercial Radio Australia (CRA) has launched a brand campaign aimed at attracting more small and medium businesses.
The We’re All Ears campaign, developed by Eardrum, includes two creative spots which will run across commercial radio stations nationally for eight weeks. Both creatives aim to inform businesses of the role radio can play in driving customers into stores and online.
“Direct advertisers are an important part of the client base for both metro and regional radio operators,” says CRA CEO Joan Warner.
“We want SMEs to know that now is a great time to act to get marketing campaigns and ad bookings in place as a new financial year starts.
“The campaign also highlights the fact that radio can drive consumer action even during lockdowns.”
The push comes as radio advertising bookings begin to rebound following a difficult 2020 for the sector. Total ad revenue for commercial radio stations in the five major capital cities was up by 72.6% in May to reach $59.6 million compared to the same time last year.
“Each ad features a cross section of listeners encouraging business owners to tell them what they’ve got on offer,” says Eardrum creative director Ralph van Djik.
“This approach allows SMEs to hear the customers’ perspective, reminding them that people have money to spend. It also reinforces that Australians find radio ads useful.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.