This is absolute reality
Marketing Week
25/09/2008
When Absolute Radio brand director Chris Lawson took on the mission of turning the station into a national media brand - not just the new name for Virgin Radio - he started with a blank canvas. Caroline Parry discovers live music and digital technologies are central planks of his strategy
The opportunity to launch a new national brand is not one that comes around often, particularly in the radio market. With just three national commercial stations, the rebrand of Virgin Radio as Absolute Radio is a rare prospect for any marketer.
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The campaign, which is being developed with i-level, aims to support above-the-line activity, while also taking the station to online listeners. This strategy encompasses a widget that can be added to social networking pages, contextual advertising on sites targeting music fans and the aim of generating "talkability" by pushing its content through blogs, forums and YouTube.
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See more coverage on i-level and Absolute here
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