Radiocentre launches new campaign to promote radio advertising

Radiocentre has launched a new campaign called Advertising Amplified to highlight the extensive reach and proven effectiveness of radio advertising for brands.

Launching today, 21 July, the campaign runs across radio, digital audio, out-of-home, social media, and digital display. It will be supported by a six-part podcast series later this summer to encourage brands to invest more of their media budgets into radio.

Radiocentre worked with Weber Shandwick to devise the Advertising Amplified concept and create the visual assets, while the audio ads were created by Radioville and voiced by comedian Diane Morgan, best known for Motherland and Philomena Cunk.

The humorous ads, in 30, 20, and 10 second versions, illustrate how turning up the volume gets you heard – just like radio advertising – and will run for six months across Radiocentre member stations and their owned audio platforms.

Visual executions created by Weber Shandwick feature reverberating amplifiers to show radio’s outsized impact, with lines such as “Hit them between the ears” and “Campaigns on radio grow market share four times faster”, alongside Radiocentre’s signature call to action, “See Radio Differently.”

Lucy Barrett, client director at Radiocentre, said: “With all the media choices on offer today, Advertising Amplified is to highlight the many proven benefits of radio advertising.

“We hope this campaign will remind advertisers of the medium’s enduring power, its growing audiences (now at 40 million) and the compelling evidence that it can amplify the impact of their advertising.”

Amy Garrett, UK President at Weber Shandwick, commented: “Radio is such a compelling medium for brands, and we relished the opportunity to bring this to life with Radiocentre.

Any Radiocentre member stations with questions about the campaign can contact steve.mcgoldrick@radiocentre.org.