SCOTLAND’S only commercial speech radio station is to launch a marketing campaign to promote the new way it is describing itself: ‘seriously entertaining radio’.
Serving Edinburgh, Fife and the Lothians since February last year, talk107 is to publicise its new strapline on the sides of buses and taxis and on billboards. It is doing so on the back of increases – albeit from quite a low base – in its listenership figures, as announced by auditing body, RAJAR, last week.
For the first quarter of this year, talk107’s weekly reach increased by 27 per cent on the previous quarter, and listening hours were also up, by 66 per cent.
The adverts, which focus on talk107’s personalities, has been devised by Edinburgh communications agency, 1576, with media buying/planning undertaken by Feather Brooksbank, and will run from Monday across the station’s transmission area.
Says Peter Gillespie, talk107’s station director: “This will be the first major marketing campaign since our initial launch period. The aim is to take the station to the next level, to target people who are looking for a different kind of listening experience than that offered by the BBC as well as those who wouldn’t normally listen to speech radio.”
Late last year, there was, briefly, a TV ad campaign on behalf of the station.
Adds Adrian Jeffrey, 1576 creative director: “Working on the new talk107 campaign, we were given the brief to capture the personalities behind some of the station’s most popular programmes. When you’ve got a man who runs his own republic, the proprietor of a madhouse and a feisty and funny breakfast duo to work with, creating strong advertising is made easier.”