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
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
The new consumer campaign complements a burst of trade advertising that
appeared last month. Media planning and buying are through Optimedia.