MCBD unveils Radio Times relaunch

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

consumer magazines.



The campaign broke on 12 April, as readers begin to plan their viewing

over the Easter period. The first revamped edition came out on

Tuesday.



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

TV.'



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.'



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