Galaxy Continuing Marketing Push To Raise Profile
Chrysalis’ Galaxy radio network is to launch the second phase of its £350,000 marketing and advertising campaign, designed to boost the broadcaster’s profile amongst the nation’s young audiences.
A new press and poster campaign based around station’s “Live It” strapline will link Galaxy with the personalities of its listeners as “self assured, sophisticated, real and serious about music”. The campaign follows on from a regional and national TV led campaign which ran earlier this year.
The strategy has been developed by Galaxy’s brand director, Nick Button, in association with the station’s creative agency BJL and builds on audience research showing that the station’s 2.5 million listeners favoured the network for its “distinctive and credible approach”.
The station is also preparing a raft of new promotions, both on and off air, including partnerships with UK dance festival Creamfields and a new Ibiza residency at Pacha over the summer.
Other activity includes a complete redesign of the Galaxy network websites, which will be relaunched next month. Plans to extend the brand to new delivery platforms are also under development for roll out later in the year, Chrysalis claims.
Explaining the need for the promotional drive, Button said: “This new campaign reflects the fact that the Galaxy brand is ever evolving and embraces every single audience touchpoint, from club nights to online, off air to OBs. Our research clearly showed that our audience listen to Galaxy because as a service it is accessible and real as opposed to over produced and hyped.
“It is this positioning as leading edge of mainstream which clearly sets us apart with our listeners and our advertisers.”
Chrysalis recently revealed a dramatic drop in its profits for the first half of the financial year, attributing the decline to falling audiences and a difficult period of trading in its books division. The company’s results show group turnover to have dropped to £78.4 million for the six months ended 28 February 2005, compared to the same period in 2004 which enjoyed turnover of £82.4 million (see Chrysalis Reveals Drop In First Half Profits).
Galaxy, meanwhile, has performed well, with the network reaching 2.2 million analogue listeners according to the latest RAJAR data, making it the leading commercial radio youth brand across the UK, with 50% more listening hours than its nearest competitor (see RAJAR Results Q1 2005: Capital Ahead On Reach But Heart Moves Infront With Hours) RAJAR Results Q1 2005: Capital Ahead On Reach But Heart Moves Infront With Hours) .
Chrysalis: 020 7221 2213 www.chrysalis.com