JUST over a week into the birth of Scotland’s three new digital music radio stations, first broadcast under The Scottish Sun brand on New Year’s Day, sees the marketing campaign stepped up with the launch of extensive TV advertising.
News Scotland and Wireless Group launched the new DAB and online stations, which are being promoted with a comprehensive campaign including television, outdoor advertising on billboards and buses, print, online and social media adverts declaring: “Scotland’s new radio stations are born”.
The three stations are each targeted at a different audience demographic. Listeners are able to choose from Scottish Sun Hits, featuring back-to-back chart hits; Scottish Sun 80s, focusing exclusively on tracks from the 1980s and Scottish Sun Greatest Hits, which will feature classic hits from the 1970s onwards.
The TV ad aired for the first time on STV on Saturday night, with a prime-time spot during the premiere of the brand new series of The Voice.
Saturday also saw spots during the premiere of the Hunger Games: Mockingjay Part 2 on Channel 4, and Spectre on STV.
On Sunday, there was a spot in the premiere of series 3 of SAS: Who Dares Wins on Channel 4.
The TV campaign runs until 13 January, and across that period it will feature in peak time episodes of the ongoing popular soaps Emmerdale and Coronation Street. It will also appear during Loose Women, Tipping Point, This Morning, Judge Rinder, Good Morning Britain and Lorraine.
In addition, the stations are being promoted prominently in The Scottish Sun and its Sunday sister title – which have a combined print readership of 581,000 – and on thescottishsun.co.uk. The Scottish Sun has a monthly combined reach of 2.6 million adults*.
The launch of the new stations follows the successful trials of other Scottish Sun pop-up stations in the past year, with The Scottish Summer Sun and The Scottish Sun Xmas Radio proving popular with listeners and advertisers alike. The Christmas station made a return last month, broadcasting festive hits from 17 November until Christmas week.
Richard Bogie, general manager of News Scotland, publishers of The Scottish Sun, said: “We’ve invested heavily in these new stations and the marketing campaign is being stepped up with extensive TV advertising.
“News Scotland is the fastest growing media brand in Scotland, with market leading newspaper titles and now also a determination to boost our radio presence, supported by our colleagues at Wireless Group.
“These new Scottish Sun stations will be key to that strategy during the course of 2018 and beyond, growing our reach and creating excellent opportunities for advertisers and commercial partners.”
For further information, please call Stuart Taylor at Charlotte Street Partners on 0131 516 5310.
Notes to editors:
* Source for audience statistics: NRS PADD/AMP July ’16 – June ’17 Base: Scotland monthly audience across The Scottish Sun, Sun on Sunday and desktop and mobile sites.
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Contact: Stuart Taylor