RTE Radio and IBI join forces for joint campaign

This synchronised transmission of the ad is the highlight of the industry’s first ever marketing drive to demonstrate the power of radio.

The Choose Radio campaign uses the strapline ‘the most visual medium in the world’ and includes a radio ad, direct email and media relations to encourage media directors, media buyers and planners, as well as other key decision makers, to invest in radio as an essential part of their marketing campaigns.

“At a time when media buyers and planners are scrutinising their marketing spend we wanted to get together as an industry and promote radio as a powerful and cost-effective medium,” said Clare Duignan, managing director of RTÉ Radio.

“86pc of adults listen to radio on the average weekday and this figure is on the rise,” said Willie O’Reilly, chair of the IBI. “Radio is very much part of the community and has its finger on the pulse what’s happening and what’s important to the listener. This is reflected in the loyal listenership base and it makes radio one of the easiest and most effective ways to target specific consumer groups and to reach people everywhere.  It’s also why radio advertising has remained relatively strong in the current economic climate”.

Cawley Nea and Carat Ireland have provided pro bono professional services for the campaign.  Agency.com worked on the digital element of the campaign. 

Agencies and clients will receive a teaser-style direct email from Choose Radio.ie on Friday 4 September alerting them to tune into the advertisement on 09/09/09.  They will receive a second email at approximately 11am on Wednesday 9 which will highlight the top reasons to choose radio.  Media relations will target trade publications, national and regional press.

The radio advertisement will run for two weeks on all stations nationwide.