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WDPR is Dayton's only classical music station. This
campaign was developed to build the listening audience
and have special appeal to a younger demographic. We
used a graffiti approach to break out of the visual
clutter and create a new awareness of the station's
programming. Supporting the billboards were street banners,
car window stickers, and a series on local newspaper
ads.
As a result of this campaign, the station's listenership
increased by 40% in one rating period. Many of the new
listeners were in the desired 25-45 age demographic.
This campaign went on to win top honors as the best
Public Radio Marketing Program in the United States.
It was fun and it worked.
Additional WDPR marketing components
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