Today FM has launched an exciting new brand campaign that will see the station promoted heavily across TV, Broadcast Video on Demand (VOD), contextual digital and classic large format Out of Home advertising as well as across Today FM’s social media channels, which have amassed an audience following of over 1million. The campaign will initially run across June and July with further activity in quarter four.
The new Today FM brand campaign features a star line-up of the station’s personalities including Ian Dempsey, Mairead Ronan, Dermot & Dave and Matt Cooper. It brings to life everything Today FM offers listeners; music, comedy, companionship, unique stories, news and current affairs.
A 30 second TV commercial sees Today FM presenters go speed dating, as they dress to impress and talk for Ireland, hoping to woo their listeners! Ian Dempsey reveals he’s ‘more of a morning person’ while Mairead Ronan is a great listener. Fergal D’Arcy expresses his love of music and Matt Cooper reminds us that he always has to have The Last Word.
The hugely popular ‘Nice to Meet Ya’ by Mullingar man and global superstar Niall Horan is the soundtrack to the commercial. The official video for the track has over 60 million views on YouTube and is a regular on the Today FM playlist. The TV commercial can be seen on Virgin Media, SKY, Channel 4, E4 and TG4 as well as on demand players.
This brand campaign introduces Today FM’s new tagline, ‘It All Happens Here’which was developed to represent the broad content offering on Today FM, from music to comedy and current affairs to listener generated conversation. The tagline will be brought to life on-air and will feature in time targeted dynamic outdoor and social content to promote each show on the primetime schedule. Dynamic copy will be the entry point for new listeners and will adaptable to whatever content is live on-air at the time of the show.
Today FM once again commissioned creative agency Publicis and production house, Motherland to create the brand campaign. Mindshare handled media buying while music rights were negotiated by Today FM.
Commenting on the launch, Róisín Reilly, Head of Marketing at Today FM said: “We’re so excited to share our new brand campaign for Today FM and particularly at this time. Over the past year, radio has seen a resurgence with listeners telling us how important a role our presenters have played in their lockdown lives. Our audience come to us for escapism, for distraction and for conversation. Today FM enjoys a special connection with people across Ireland and we wanted to highlight that relationship in this communications campaign”
Phil Manzor, Content Director at Today FM said: “Over the last year we’ve developed a stronger connection with our audience. Through their great story telling, incredible willingness to share and music passion, it helped us evolve and redefine Today FM. With renewed hope and sense of optimism across the country we want to introduce and reintroduce listeners to everything Today FM has to offer, and I know this communication campaign will do just that.”
Today FM achieved a five-year market share high in the most recent listeners results with a weekly audience of almost 900,000. Research conducted by Today FM saw increased listening behaviour during COVID-19 as people moved to work-from-home and chose radio as their daily companion. To view Today FM’s new TV commercial, go HERE