Despite radio being synonymous with ‘theatre of the mind’, Unlimited subsidiary Primall Media has provided an effective visual platform to showcase the diversity of client Good Hope FM’s new on-air line up.
Good Hope FM is Cape Town’s leading music focused interactive lifestyle radio station, whose Contemporary Hit Radio format provides a music mix of R&B, Pop, Soft Rock, Hip Hop, Dance and the best South African Music. The Good Hope FM footprint covers Cape Town, surrounding towns and villages and the Overberg, targeting young, global, routed and now generation listeners.
Primall’s Executive Head Sales & Marketing Lee Curtis says; “This campaign was chosen to build brand awareness and ensure that Good Hope FM remained top of mind during the winter school holiday period. The fact that radio listenership patterns change during this period and the footfall at Cavendish increases exponentially, allowed us to achieve the client’s objectives.”
The campaign utilised an exterior billboard and six hanging banners over a two month period aimed directly at the station’s target audience of 16 to 34 year old male and female 50/50 gender split.