NEWS: FCB targets consumers in press and posters blitz for Talk Radio

Talk Radio has unveiled the first phase in a new pounds 1.5 million consumer push, its first since the station launched last February.

Talk Radio has unveiled the first phase in a new pounds 1.5 million

consumer push, its first since the station launched last February.



The new work has been put together by Foote Cone and Belding, and

appears in national press and posters from 13 November.



The campaign breaks with a series of red-and-white teaser ads in the

press. Each one starts with the phrase, ‘We are talking...’ and is

followed by a word such as ‘news’, or ‘sports’, depending on where the

ad is within the newspaper. In addition, the first syllable of the word,

‘talking’, appears in Talk Radio’s distinctive typeface.



The campaign follows up with a series of right-hand, three-column strip

ads featuring the station’s celebrity presenter line-up.



One of the first to run, for example, will show Simon Bates and the

strapline ‘We are talking a bigger breakfast with Bates.’ It also

contains a namecheck for Kleenex, which sponsors the ‘our tune’ slot.

Talk also plans to place ads featuring Anna Raeburn in the women’s pages

of newspapers.



Finally, 96-sheet posters will appear in major conurbations from 17

November. Each will show one of four celebrity presenters at Talk Radio:

Steve Wright, Simon Bates, Trevor McDonald or Jonathan King and the line

‘We are talking big names’.



David Lees, sales and marketing director at Talk Radio, said: ‘We are

using trade and consumer advertising for strategic communication in

order to build the brand.



‘I wanted to find a creative route that had legs - I wanted to do a

Hamlet or a Heineken. I also wanted to be able to cross-communicate the

campaign.’



The new consumer campaign complements a burst of trade advertising that

appeared last month. Media planning and buying are through Optimedia.