Radio ‘It’s a love thing’ campaign launched

Commercial Radio Australia (CRA) unveiled the $25 million industry-wide ‘Radio. It’s a Love Thing’ brand campaign at the National Radio Conference in Melbourne on Friday.

An exclusive campaign song called ‘Love Thing’ co-written by Eardrum and Australian band ‘No Pictures, the Radio’ was performed at the event.

The six-week campaign highlights the unique relationship between radio listeners and radio.
Its theme is based on a research by Colmar Brunton that analysed nearly 20,000 responses and concluded that radio listeners were nine times happier and energised when they listened to radio.
The campaign with a series of four radio ads featuring the new industry brand voice Andrew Hansen will air across 260 commercial radio stations.

Starting October 20, the ads will direct listeners to visit the newly created website – www.radioitsalovething.com.

A one-stop shop for radio advertising, the site will feature research, GfK radio ratings and case studies along with videos of anecdotes and insights from well-known talent and commercial radio listeners.

CRA CEO, Joan Warner said: “Whilst all stations are highly competitive against one another, it’s important that we continue to work together, to promote radio as a platform.”