The Radio Times is backing its relaunch with a pounds 3 million TV
and radio campaign through Miles Calcraft Briginshaw Duffy.
The BBC Worldwide title's relaunch is in reaction to competition from
other listings titles both online and from newspaper supplements and
The campaign broke on 12 April, as readers begin to plan their viewing
over the Easter period. The first revamped edition came out on
The ads use the theme that if you don't plan your viewing using the
Radio Times, you'll miss out on some good TV. In one execution a bored
tourist is seen looking out of the window at a bland roadside view while
on a coach tour. He eventually falls asleep. As the tour ends a fellow
traveller is heard praising the amazing view and it becomes evident that
the coach had been travelling along the Grand Canyon, but the bored
tourist was looking out from the wrong side of the coach.
A voiceover explains that with the Radio Times 'you'll always know what
side to watch'. The strapline is: 'Radio Times. The best thing on
The campaign was art directed by Paul Briginshaw and written by Malcolm
Duffy. The ads were directed by Trevor Melvin through Blink. New PHD
handled media planning and buying for the campaign.
Melissa Horn, Radio Times' account director at MCBD, said: 'People don't
have enough time these days to watch rubbish on TV. These ads simply and
humorously show that Radio Times makes sure you won't miss out on the
best things that are on.'