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Media: Strategy Analysis - How to turn listeners into marketers.
Brand: GWR Bristol Client: GWR Brief: Build awareness of GWR's 'Toast of Bristol' awards Target audience: All people in Bristol Budget: pounds 45,000 AGENCIES Media planning and buying: Rocket (PHD Group) Creative: The House
This campaign focused on promoting the second year of GWR's Toast of Bristol awards. The awards honoured the city's local heroes in 12 categories (Coolest Teacher, Best Corner Shop, Best Karaoke Mum etc) and individuals were nominated by people ringing into the radio station.
Rocket wanted to establish the awards as a key event in the Bristol calendar.
At the same time, it was vital to build reach and hours for the station.
Budget was minimal and it was clear from the outset that a simple above-the-line campaign would do little to create any impact or awareness.
So the idea was to turn local listeners into marketers for the station.
This idea could also help achieve the objective of bringing new listeners to the station.
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