The Radio Marketing Bureau (RMB) has unveiled a $2 million national advertising campaign to reinforce the effectiveness of radio and its ability to deliver ROI. It launched today with half-page ads in the Globe and Mail and National Post and is sustained with an eight-month presence in trade publications.
The ads focus on the strength of radio, its role in integrated campaigns, and features testimonials from national advertisers Grolsch, Goodyear, and Nestle. The print ads carry headlines like, ‘When Grolsch Turned to Radio, They Got Resultsch,’ and allude to case studies and supporting research that can be accessed at rmb.ca. That theme continues in the radio portion of the campaign. While $300,000 has been allotted for print, the bulk of the advertising will air on radio. Two spots have been created by Bright Red Communications with production by Pirate Radio and Television, both Toronto companies, and can be customized by the local radio stations.
