EAST RUTHERFORD, NJ: A partnership of media organizations recently hired MWW Group to add a PR component to the ongoing “Radio Heard Here” campaign. The nine-month-old marketing effort promotes the role of radio to marketers and consumers.
Through a union of the National Association of Broadcasters, the Radio Advertising Bureau, and other media groups, the effort advocates terrestrial radio as a dynamic and modern media platform to consumers and key marketing and advertising groups. The HD Radio Alliance is also a strategic partner in the campaign.
The overall marketing push was launched last April with O'Keefe Brands. However, the PR effort began in mid-December with the hiring of MWW as AOR for “Radio Heard Here” after a two-round RFP process, said Kelly O'Keefe, chairman of O'Keefe Brands.
“We want to [engage] the public in new and interesting ways online with social networking, and offline with more promotion,” he said. “With the [ad and marketing] industry, it's time to remind them of just how relevant [radio] is in a multiplatform world.”
The effort will include press outreach to outlets targeting the marketing and advertising industries and consumer media reaching a wide demographic of the public, said Michael Kempner, president and CEO of MWW. It will also include a “significant” online component and events, he added.
MWW was hired for the one-year contract after a review of five firms, said O'Keefe, whose agency led the search. He declined to name other candidates, but noted that The Hodges Partnership, which previously worked on the effort, did not apply because of its large scope.
The Richmond, VA-based firm could not be immediately reached. O'Keefe did not specify the budget, but said that the partnership will spend several million dollars over the next two years on the overall campaign, including PR.