Category: World Service
Date: 16.02.2006
Printable version
The 成人论坛 is making a big push among St Petersburg radio listeners.
听
It has launched its first integrated marketing campaign in Russia promoting the 成人论坛 Russian flagship breakfast programme, Utro na 成人论坛 (Utro).
听
The dynamic ad campaign challenges potential listeners to "Wake Up!" and promotes the availability of the three-hour morning programme on partner station, Radio Leningrad 107.4 FM.
听
The campaign artwork has been developed by Saatchi & Saatchi Moscow and the media planning is implemented by mediaedge: cia Russia.
听
Launching on Friday 17 February, the ten-week campaign uses a combination of print and outdoor advertising and is supported by PR activities.
听
As part of the promotional activities supporting the campaign, the 成人论坛 is targeting the thousands of motorists who spend many hours on the city's roads.
听
In a bid to convert listeners to the breakfast show, promotional teams are distributing 成人论坛 Russian-branded car "Wake up!" air-fresheners at major petrol stations.
听
A partnership has also been created with the St Petersburg newspaper, Metro.
听
Utro sports journalist Oleg Antonenko writes a weekly 成人论坛-branded sports column for this free publication which has a daily readership of more than 500,000 - the highest in St Petersburg.
听
Alan Booth, Controller of 成人论坛 World Service Marketing Communications & Audiences, explains: "This is the first time we have gone to a Russian city with an integrated marketing campaign.
听
"In St Petersburg, 成人论坛 Russian is competing against strong domestic speech radio.
听
"We have gone for a strong eye-catching message which personalises our breakfast radio show. Wake Up! speaks directly to the people of St Petersburg in a way we have never spoken to them before."
听
