The Radio Advertising Bureau (RAB) is targeting advertisers and media buyers with a radio campaign that will highlight the benefits of the medium.
It is the first radio campaign RAB has run since it was relaunched as part of RadioCentre last year. The campaign is part of a drive by the trade body to show how radio can improve the effectiveness of media ad spend.
The campaign, which is the first work to be promoted by Hooper Galton, has three executions and will have the strapline “Radio Adds Bite”.
The campaign will be launched to over 200 media buyers and planners at the inaugural Radio Advertising Awards on May 22. The ads will break the next day.
RAB managing director Simon Redican says: “We’re using radio to demonstrate the power of radio. The campaign will run nationally across the majority of commercial radio stations targeting key advertising decision makers.”
The industry body RadioCentre was formed in a partial merger of the Commercial Radio Companies Association (CRCA) and the RAB in 2006 (MW February 23, 2006).