$25 million industry-wide radio brand campaign

Commercial Radio Australia will unveil a $25 million industry-wide radio brand campaign at this year’s National Radio Conference in Melbourne on October 17.

The push will be backed with research from Colmar Brunton and feature talent across all networks. It even has a song written exclusively for the campaign that will get spun across 260 metropolitan and regional commercial stations.

The whole shebang, the song, a series of radio ads, a new industry website, plus video content from industry high profile talent will all be showcased for the first time to nearly 600 radio industry representatives at the National Radio Conference. 

CRA CEO,Joan Warner hasn’t given away the theme just yet but said: “This will be our biggest and most impactful brand campaign for some years.  Our main aim is to highlight the strong and loyal relationship between listeners and their favourite station and how this can benefit advertisers.  The overriding message will be very simple; listeners love radio and are influenced by what they hear.”

The brand campaign has been spearheaded by award winning radio specialist agency, Eardrum.

Ralph van Dijk, the founder and creative director behind Eardrum is set to present at the conference along with CRA Brand Committee chairman and chief executive officer of Australian Radio Network Ciaran Davis and committee member and head of marketing and communication at Southern Cross Austereo, Nikki Clarkson.