MTR telling it like it is
To add sting to their campaign, rebranded talk radio station, MTR 1377 is set to launch a series of TVCs, going live on free-to-air television this week.
The commercials feature individual shots of the station’s leading talk-show hosts, Steve Price, Steve Vizard and Jason Akermanis – claiming that they will ‘tell it like it is’. The TVCs form part of a broader campaign which includes both OOH and print advertising, all carrying the same tagline.
Ogilvy Group Melbourne was appointed to oversee all elements of the MTR’s brand and marketing in the lead up to its recent launch. BADJAR Ogilvy business director Nick Muncaster comments that the campaign was part of an overall strategy devised by Ogilvy Group Melbourne to “establish a name, logo and unique brand positioning to launch MTR 1377 as a strong contender in the Melbourne market”.
“It takes the idea that strong and established on-air talent is synonymous with the hard-hitting journalism that Melbourne talk radio listeners look for,” continues Muncaster.
Competitor 3AW, have recently launched their own OOH campaign using the faces of their leading talk show hosts including ‘Ross and John’ and Neil Mitchell. 3AW drive-time presenter Derryn Hinch questioned on-air the likelihood of the campaign being effective, saying 3AW listeners were very loyal