As Mark said, I think everyone behind the scenes worked incredibly hard and it sounded great on air. There is a lot more that we want to do and things to improve definitely, but I thought it was a fantastic start. Most of the comments on the blogs have been positive, there have been some comments about “expecting more for a launch day.” However I think it was great that we let the music, the DJ’s and the listeners take control yesterday. I think we are all clear that the hard work is not over and we have only just begun. There has been some really good feedback, for example, “if it is a no repeat guarantee – don’t keep repeating it, just do it. ” Below is a fantastic quote from one blog which we hear loud and clear.
“The excitement of radio should be that things bubble away and happen without the mechanics of what’s happening being effectively explained on air. I think of it as being like a scenic coach journey – you want the driver to be using the PA system to tell you what great and interesting stuff is outside, you don’t want him telling you every time he changes gear or where the petrol gauge is pointing, do you?”
Christopher England.
That’s what I’m excited by, the opportunity for us to improve and create something amazing, I want us to keep reacting quickly. We launched a new brand in six weeks, think what we can all do in six months?
I know from a marketing perspective there was no abseiling, fireworks, dressing up, balloon rides for the launch of this station, but we do want to try and do things differently.
However saying that, we have finally managed to clear out the last bits and pieces of the “old brand” as you can see below. Doug our new security guard has helped us with that task…
So what about the marketing campaign?
We want as many people as possible to know about Absolute Radio, so the TV campaign will be hitting screens on the 10th October and will run for six weeks. You will get a sneak preview at a screening on the 9th. The last day of filming was this Saturday and it was a lovely sunny day whilst we filmed in Golden Square. It drew quite a crowd and many of them clapped and walked away smiling, I hope that is a good sign.
It will be the biggest campaign for us in a decade and three times the size of the campaign our competitors are running at the moment. I’m really glad that we decided to film it here at One Golden Square, it feels good to have our home as the star of the campaign.
The digital marketing activity will kick in shortly, you can expect to see some great footage on Youtube over the next month or two. I never knew Christian swore so much, or Doug could be so disgusting!
The bus advertising is also running for a couple more weeks. The “Official Bus Spotter Prize” goes to the legendary Kat Knapp who informs me whenever she sees a bus with the ads on – and I mean whenever! I can only presume that we have got the coverage we have paid for, or that they are all circling her house near Streatham 24 hours a day, as I have:
5 text messages
15 emails
4 voicemails
And two restraining orders so far….
It was the “Number 45 to Kings Cross today.” Keep up the good work Kat!
And finally – reception. I think we all loved the look of reception last week. It felt very us and I love the guitars on the wall and the guitars full of sweets. We’re working on it…
Chris Lawson, Brand Director
