Galaxy, the Global Radio youth station, and EMAP-owned Kiss have signed up Halifax as the first client to use the pair’s cross-platform advertising alliance. The campaign aims to raise the profile of the bank’s student account.
The campaign, which was developed by Vizeum, will break on August 13, just ahead of the A-level results being published. It will give Halifax access to both brands’ youth audiences, and the campaign will be split across their national networks.
The stations will run a series of sponsored features offering support and advice to potential students.
The features will cover areas such as tuition fees and other financial concerns. It is the first time Halifax has used radio to promote the account to students.
The campaign will be supported by a website that will offer tips, questionand-answer sessions and web chats to new students. It will launch on August 8 and will run until September 1. There will also be a wider online campaign.
Galaxy brand managing director Martin Healy describes the deal as “a key moment” for commercial radio and a move towards a more unified approach to selling radio.
Kiss managing director Steve Parkinson adds: “Kiss and Galaxy are natural bedfellows and our major commercial partners like Halifax are seeing the benefit from easy access to our networks.”