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BBC runs first national ads to push local radio stations.(British Broadcasting Corporation Ltd.)(Brief Article)
The BBC is running its first national advertising campaign promoting its network of local radio stations in an attempt to rid them of their 'cat stuck in a tree' image.
The poster campaign, created by BBC Broadcast, uses a fingerprint device to show that BBC local radio stations provide relevant local information, whereas the national commercial stations are more cluttered.
The executions incorporate the fingerprint into examples of local road and weather maps. The posters are personalised for each BBC local radio region and will be posted in England and Northern Ireland from 20 March.
The target demographic for the campaign is 45- to 54-year-old listeners who, although not rejectors of the BBC, choose to listen to commercial stations because they think that ...
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