€77,200 worth advertising campaign for public radio station

 “Market research has shown that people do not know the frequency of Radio Romania Actualitati; an obstacle is the multitude of broadcast frequencies of the station,” Carmen Petcu.

Euromedia outdoor advertising company will run the campaign, while Violet advertising agency provided the concept. Their collaboration with the public radio station was possible after winning a tender for the campaign.

The campaign concept revolves around the station’s music and news programs, given that focus groups showed that listeners are attracted to this radio station mainly by the news programs, according to SRR.

“The agency relied on a listener’s reflex: not changing the frequency and getting annoyed when someone changes the station he prefers. From here come the war methods to remain on the frequency: the lock and the duct tape. In the advertising prints, the radio appears in the most frequent locations for listening to the radio: the kitchen and the car,” said Carmen Petcu.

The campaign will take place in Bucharest, and ten other large cities - Arad, Brasov, Cluj, Constanta, Craiova, Galati, Iasi, Suceava, Targu Mures and Timisoara. It will include more than 100 citylights and backlights, as well as a mash near the Romanian Athenaeum in Bucharest. It is scheduled to end on November 1. The company’s advertising budget for 2006, as presented in SRR documents, was some €238,000 (RON 807,000). Radio Romania Actualitati has average national ratings of 14.3 percent (2.3 million listeners) and 14.2 percent (1.5 million listeners) in the urban areas, according to the lastest measurements, this spring. The station’s market share is 16.6 percent nationwide and 15.4 percent in the urban area.