Real Radio Hunts Success With Fugitive Campaign
The Real Radio network has announced its most high-profile station-led promotion to date, giving away £150,000 to lucky listeners, inviting them to hunt the station’s ‘man on the run’ on the streets of Wales, Scotland and Yorkshire.
The network’s Fugitive campaign is designed to create a frenzy amongst listeners, with a daily bounty being offered to those who locate the station’s runaway.
The game will dominate the schedules of Real Radio in Wales, Scotland and Yorkshire for a month from 30 August, as the station airs cryptic clues to help listeners locate their target in public places within the broadcast region of each station.
The promotion will be teamed with national and regional sponsorship from advertisers in each region for the duration of the promotion. Real Radio Yorkshire has secured telecoms giant, ntl, as a partner in the promotion, offering listeners the chance to win some fantastic broadband prizes in addition to the station’s cash jackpot.
North of the border, Scotland’s largest car retailer, Arnold Clark, will support the promotion, while The Travel House will promote holidays alongside the promotion in Wales.
Commenting on the promotion, GMG Radio Group operations director, Shaun Bowron, said: “This promotion has the potential to create huge talkability among the general public and provide incredible brand awareness for both our stations and their sponsors.
He added: “It is guaranteed to be an addictive listen, as clues will be given out throughout the day and at any time presenters can decided to double the bounty for one hour only. Apologies in advance if we make listeners late for work or are responsible for their disappearance at strange intervals during the day.”
Adding weight to the promotion is Hollywood’s most famous voice over artist, Hal Douglas. Real Radio claims to be the first UK radio group to hire Douglas, made famous as the familiar voice featured in trailers for dozens of blockbuster movies.
Last month saw Real Radio Yorkshire secure Swedish furniture giant IKEA as the sponsor of its breakfast show, marking the store’s first promotion through a long-term radio partnership (see Real Radio Secures Ikea’s First On-Air Sponsorship).
The latest RAJAR results brought good news overall for GMG where Real Radio is concerned, with the station notching up an impressive 14.9% rise in weekly reach year on year in Scotland. Real Radio Wales also performed well, extending its reach by 8.6% in the same period. The station’s Yorkshire operation fared less well, however, dipping by 0.3% to achieve a weekly reach of just over 390,000.
Real Radio: 0113 238 1114 www.realradiofm.com
Recent Radio Stories from NewsLine Radio Festival Puts Spotlight On Advertising To Over Fifties DAB Broadcasters Face Threat From Ipod Generation Television Will Lead Switch To Digital Radio
Subscribers can access ten years of media news and analysis in the Archive