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Real Radio Wales : How they’re launching the national station ..

It’s a rather busy week in radio for marketing launches! This morning, GMG Radio has launched Wales’ first national commercial radio station –  with the additional of North and Mid-Wales to the South Wales based Real Radio. The extension of Real Radio across the whole of Wales on will be supported by a two-month long TV and outdoor marketing campaign. This blog post looks at some of the plans.

Real Radio will launch with a heavyweight TV, bus backs and direct mail campaign to alert listeners about the new station in their areas.


The TV Advert

The TV creative – which will run on Wales’ national TV station HTV –  will feature  two executions per ad break, a 30” second ad and a brief 10” second ad at the end. The TV campaign begins during launch week and runs in January and February. The simple creative shows a map of the whole of Wales with a digital radio in the middle of it all playing Real Radio.


The Outdoor Campaign

The heavyweight bus-back campaign features a map of Wales with a giant radio in the middle and straplines which tell listeners that Real Radio now covers the whole of Wales, and sign-posting to the website for further information.

Real Radio Wales Bus Back Creative


The Tour

Real Radio Wales are also sending out their Breakfast Show presenters on a ‘World Tour’ to help raise the profile of the Breakfast show across the country with a focus on new broadcast areas. A similar marketing tactic used by Real Radio North West in 2009.  During the launch week, the Real Radio Breakfast Show with Jagger and Woody will broadcast from various locations in the mid- and north Wales regions, and will record features as they visit places of interest in the new region.

Real Radio Wales Station Director Tony Dowling said: “We’re using a combination of different media to encourage people to tune into their new national radio station. We’re confident that once people in mid and north Wales find Real Radio they will love it, so this campaign is designed to tell them we’ve arrived and where they can find us.”

The campaign was created by Real Radio’s retained agency Clear Marketing Communications, while media buying was conducted by MediaCom North.

Disclaimer – All posts and views are my own, and are not endorsed or representative of any current or previous employer.

Image Source: GMG Radio