Tag Archives: radio advert

No Choice in the Capital

3 Oct

Today sees the announcement that Choice FM is being re-branded as Capital Xtra.

Capital Xtra can benefit from the recent signings of Tim Westwood, Craig David and Avicii to create an eclectic mix of dance and urban music (to go with their new strap-line Dance Urban UK).

This falls in line with the Radio 1Xtra brand and further spreads the Capital brand across UK audiences.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert


Focus on Sponsorship & Promotions…

11 Jul

Radio advertising is a fantastic medium; executed well with the right media plan and great creative work, you can achieve amazing results. But it isn’t the only way to use radio.

Sponsorship & promotions opportunities can add real value, as your brand becomes more integrated with the station itself. This means that your brand can benefit from the likeability and the kudos that the radio station already has worked hard to achieve.

All radio stations spend a great deal of time, energy and marketing money to develop a strong relationship and rapport with the listener. When your brand gets involved in sponsorship & promotions, you get direct access to those listeners almost as if you’re being introduced as a friend – which is the best type of introduction you could possibly receive.

As with all advertising opportunities, there’s a need to ensure that any sponsorship & promotions proposals are carefully planned. What’s most important is that the activity is a total match to your brand objectives and offers real value for money.

We’re currently in receipt of several discounted and excellent sponsorship & promotions deals across various station groups.

To get a full list, just get in touch!

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Celebrity Voices. Are They Worth It?

8 Jun

The cult of celebrity, of course, has always been with us. From Cleopatra to Henry VIII, from Rasputin to David Beckham.

The question is:  does a celebrity voice add value to your company or brand’s  radio advertising? If so, is the celebrity voice worth the additional cost? All of this then leads to the bigger question –   is this ‘voice’ a good investment for my company?

Personally, I think some radio advert scriptwriters use celebrity voices in the absence of a relevant idea for the brief and the target audience. In the end, it’s the message not the messenger which is most important.

If the message is not relevant to the audience you want to reach or memorable either, no celebrity can help. But sometimes, just sometimes, you hear a celebrity speaking up for a company or a product and you think ’that’s a good fit’.

That’s when celebrity voices become powerful.

Like the time when there was a queue around the block for the launch of a new property development

Or the time we helped introduce a new car model and the manufacturer sold out for the first 6 months of production

Or the time we helped a new domestic brand to market and it researched as a househould name within 3 months.

These are just some of the many successful campaigns we have seen at Radio Experts, where skillfully chosen celebrity voices have added some rocket fuel to an advertising campaign.

Like so many things in life, the answer is that if a thing is done carefully, it is done well.

And one more thing – it’s radio so we will never ask you to choose a celebrity with a well known face but a little known voice! You’d be surprised how many people make that mistake…….

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk