TORONTO – Canada’s radio industry has launched a national $2-million “return on investment” ad campaign with testimonials from national advertisers such asch Grolsch, Goodyear and Nestlé.
The campaign, entitled “AM + FM = ROI”, will use national print ads, advertising trade publications and has the support of the Radio Marketing Bureau’s 385 member radio stations.
“This is an unprecedented effort by our industry to reinforce the effectiveness of radio and the tangible return on dollars invested,” said John Harding, president, RMB. “Our intent is to drive interest and investment in radio by providing testimonials from prestigious national advertisers… supported by case studies and relevant research studies.”
Half-page launch ads have appeared in The Globe and Mail and National Post and will be supplemented with an eight-month sustaining campaign in Marketing Magazine, Marketing Online and Strategy Magazine. The total print investment is $300,000.
“Not surprisingly, radio will be the real strength of this campaign,” said Harding. “Bright Red Communications developed the creative and Pirate Radio and Television has produced two national radio spots as well as templates for local stations to customize. They will focus on local advertiser ROI success stories.”
“Our members are completely supportive of this initiative because radio has a terrific story to tell when it comes to delivering results and generating revenue for advertisers,” added Patrick Grierson, chair of RMB’s Board of Directors and president of Canadian Broadcast Sales. “With media fragmentation at its highest point ever, there has never been a better time for radio to prove its effectiveness through these new case studies and available research.”
The print ads, with headlines like, “When Grolsch Turned to Radio, They Got Resultsch,” direct respondents to 1-800-ON RADIO or the RMB’s Web site www.rmb.ca. Radio spots carry the same call to action through the local stations.
To have a look at the case studies developed in conjunction with Grolsch, Goodyear, Nestlé, go to at www.rmb.ca.
