A new marketing campaign launched by the New York City Radio Committee is designed to promote the power of radio.
The committee, a joint partnership between all major radio broadcasters in the city, says the campaign includes radio messaging on more than 20 of New York’s most-listened-to stations, as well as through trade media, digital and social media.
“Fall in Love With Radio” will reinforce the notion that radio is a fresh, vibrant media channel, says the committee. As radio’s popularity remains on the rise, marketers should be reminded that radio is an essential element of a successful marketing strategy.
The spot created by the committee — a persona whose features are explained through a tongue-in-cheek dating profile — conveys the many benefits of radio through its personality traits, the committee said.
The campaign kicked off on Sept. 12 and will run through the month of November.
According to Chris Oliviero, market president of Audacy New York and chairman of the committee, radio is a critical and valued part of millions of New Yorkers’ daily lives. “These iconic brands, from music to news to sports, provide the soundtrack of the city,” he said. “This campaign offers a fresh, fun and innovative approach to highlighting the efficacy of radio for media planners and advertisers.
“The collaboration of the city’s major broadcasters shows a clear commitment to our benefit that local radio, consumed on FM or AM or streaming or in podcasts, is an essential tool in any overall marketing strategy in the media capital of the world,” Oliviero said.
The campaign plans to specifically target advertising agencies and businesses that purchase advertising.
The New York City Radio Committee, a subcommittee of the New York State Broadcasters Association, is comprised of executives from iHeart Radio, Spanish Broadcasting System, Salem Media Group, Media Co., Univision, Good Karma Brands and Audacy, though all FCC-licensed radio stations in the New York City metro area are invited to participate in the campaign.