Media: Sixties radio launch an absolute success

National station Absolute Radio launched digital brand Absolute Radio 60s to complement its other digital stations.

Campaign: Absolute Radio launches digital station Absolute Radio 60s
Client: Absolute Radio
PR team: In-house
Timescale: November-December 2011
Budget: £5,000

 

Objectives

To create awareness for the launch and spark a social media conversation

To strengthen brand image and highlight the station's decade strategy, which includes a roster of digital stations spanning the 60s to the noughties.

Strategy and plan

Leading up to the launch of Absolute Radio 60s, the station hinted via its social media channels that the playlist would be focusing on influential artists of the 60s, such as The Beatles and Aretha Franklin, but not Sir Cliff Richard. The team issued a press release stating its intention to ban him from the playlist. Richard hit back on ITV's Loose Women, prompting Absolute Radio 60s DJ Pete Mitchell to be offered for interview.

Measurement and evaluation

The campaign was covered on BBC Radio, ITV's Lorraine and BBC local radio. It generated 190 press articles, as well as online coverage on Sky New and BBC News.

Results

Harris Research showed that prompted awareness for Absolute Radio 60s at launch was 8.8 per cent.

The number of starting listeners was 151,000 - more than a third higher than the original target.

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