CAMPAIGNS: Radio 3’s sweet sound of silence - Branding

Despite two and a half million listeners tuning in every week to Radio 3, there is a general lack of awareness of the fact that half the output is live, with more than 600 events recorded or relayed from around the UK each year. Research among concert goers indicated that 50 per cent did not listen to Radio 3 so the station’s sales promotion agency Amadeus was charged with developing a below-the-line brand-strengthening initiative.