Tuesday 23 January 2018

Broadcaster set to go supernova

DUBLIN broadcaster Radio Nova has launched a major summer marketing campaign, comprising outdoor, TV, cinema, print and online.

Entitled 'Bringing Music Alive', Nova says the campaign "lays out various iterations of four different themes, all based on well-known songs from the station's playlist".

The campaign includes bus super-sizes and lower rears, Dart Lite and six-foot sheets, cinema screens and foyer six-foot sheets.

Metropoles, 48ins sheets and transvisions are also used as well as TV, online and print. This is the third major campaign initiated by the station since its launch last September, Nova says.

Bloom, which developed the new campaign, also produced the creative for the station's 2010 launch. Four tracks support the creative: T-Rex's 'Get It On', Kaiser Chiefs' 'I Predict a Riot', AC/DC's 'You Shook Me (All Night Long)' and Queen's 'We Will Rock You'.

Station chief executive Kevin Branigan hopes the campaign can strike a chord with its prospective listeners.

"We're excited about the new campaign; using our music as the vehicle, it's designed to give people an instant mental image of what Nova is about.

"It's direct, uncluttered and to-the-point and we're certain it will have a strong impact," he says.

Bloom's David Quinn hopes the campaign can take the interactive element so beloved by advertisers now to a new level.

"We're testing a new concept with this campaign. It's designed to make the viewer break into song."

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