Click here for Stage 3 of the Brand Campaign, launched June 2005.
Click here for Stage 4 of the Brand Campaign, launched June 2006.
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The commercial radio industry has committed over $20 million in airtime over the next 12 months to a major national advertising campaign targeting advertisers and marketers.
This is the largest brand campaign ever conducted by commercial radio and underpins a broader and more aggressive push by the industry as a whole to encourage advertisers to use the medium more often and more effectively.
The campaign, which launched on all radio networks on June 30 2003 delivers the key message that radio advertising is twice as effective at reaching audiences throughout the day as TV.**
This campaign is about increasing awareness of the power of radio and underlines to both national and local advertisers that radio is an essential part of the creative and marketing mix.
Members of Commercial Radio industry should log on to the web site to access further information on the Brand Campaign.
**Source: Commercial Radio Australia, Targeting Time Poor Study, 2002 Update, Nielsen Media Research, Average Five Capital Cities, all People Aged 10+, Surveys 1-8 , 2002 OzTAM, Five City Total TV, Average Audience, Weeks 1-52, 2002
To view pics from the industry briefings, please click here
To read about the Campaign Rationale, please click here
To read the scripts of the commercials, and more about the creative please click here
Tips on Planning Radio and Writing Creative here
Members can access further sales tools and radio facts here
If you are a member of Commercial Radio Australia web site, you can view the web cast of the Industry briefing here (you will need to be logged in)
See the latest animated advertisement from the Commercial Radio Australia Brand Campaign "Bath Couple" and "Tourist" These can be obtained from Commercial Radio Australia for use as email auto signatures.
Banner ads are also available for "Bath Couple" and "Tourist"
If you would like to make comments on the campaign, or require further information, please email steve.james@commercialradio.com.au
Bath ad half page colour no brand - PDF
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Bath ad 10x7 colour no brand - PDF
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Bath ad 10x7 colour with brand - PDF
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Bath ad 10x7 mono no brand - PDF
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Bath ad 10x7 mono with brand - PDF
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Bath ad half page colour with brand - PDF
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Bath ad half page mono no brand - PDF
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Bath ad half page mono with brand - PDF
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Beach Couple 10x7 colour with brand - PDF
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Beach Couple 10x7 mono with brand - PDF
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Beach Couple 10x7 mono without brand - PDF
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Beach Couple half page colour with brand - PDF
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Beach Couple half page colour without brand - PDF
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Beach Couple half page mono with brand - PDF
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Beach Couple half page mono without brand - PDF
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Media Release for 2003 Brand Campaign - PDF
Media release for the launch of the brand campaign.
Tourist - Half Mono with No Brand - PDF
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Tourist - 10X7 Colour with Brand - PDF
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Tourist - 10X7 Half Colour with No Brand - PDF
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Tourist - 10X7 Mono with Brand - PDF
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Tourist - 10X7 Mono with No Brand - PDF
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