The Commercial Radio Companies Association is running a London
mayoral election ad campaign on London stations to promote commercial
radio as a powerful advertising tool.
The campaign is designed to motivate Londoners to vote in the mayoral
election, and will be followed by a nationwide campaign for the general
election in 2001.
The CRCA said the advertising push is designed to put radio on the map
as a leading tool for canvassing, social education and as a mouthpiece
for local issues.
The series of seven ads have been created by specialist radio agency
Eardrum. They will be paid for by the industry and broadcast free by the
participating radio stations.
The first set of ads will feature Xander Armstrong from Channel 4’s
comedy show Armstrong and Miller, and a second set will star the
comedian Arthur Smith. The stations broadcasting the ads will be able to
re-record the executions using their own presenters or translate the
script into another language.
The campaign will launch across a range of stations from 20 April and
will run until the election on 4 May.
Nick Irvine, CRCA public affairs manager, said: ’Commercial Radio has
considerable expertise in social education. We understand local
concerns. The London campaign will show how commercial radio can inform
and educate listeners in a language people understand.’
The CRCA is the trade association for UK commercial radio. It is a
voluntary, non-profit making body, formed by the first radio companies
when independent radio launched in 1973.
Stations carrying the ads are: Capital FM and Capital Gold, Choice FM,
Virgin Radio, Heart 106.2, TalkSport, Jazz FM, Kiss 100, LBC, Liberty
Radio, London Greek Radio, Magic 105.4, Millennium 106.8, News Direct,
Premier Christian Radio, Spectrum Radio and Sunrise.