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I
n 2011, UNESCO proclaimed 13
February to be World Radio Day,
an occasion for the industry to
celebrate a medium that forms a
key part of the lives of millions of
listeners around the world. egta and
its members were keen to take this
opportunity to communicate radio’s
story to advertisers, media agencies
and creatives and to highlight some
of the medium’s key strengths.
egta launched its annual celebration
of World Radio Day in 2013, with a
new website dedicated to radio’s
core strengths: its ability to reach
a huge and engaged audience, its
exceptional offer to advertisers, its
creative power and its innovation for
the listeners of today and tomorrow.
The campaign included an exclusive
message from Rob McLennan,
Celebrating the medium of
radio around the world
I n i t i a t i v e :
W o r l d R a d i o D a y
c e l e b r a t i o n
M a r k e t :
I n t e r n a t i o n a l
D a t e :
2 0 1 3 - p r e s e n t
D e v e l o p e d b y :
e g t a
T a r g e t
a u d i e n c e :
B 2 B –
m a r k e t e r s ,
a g e n c i e s ,
l a w m a k e r s ,
i n f l u e n c e r s
O b j e c t i v e :
T o p r o m o t e
r a d i o a s a n
e f f e c t i v e ,
d y n a m i c
a d v e r t i s i n g
p l a t f o r m
Executive Creative Director of
Net#work BBDO and President of
the 2012 Cannes Lions Radio Jury.
For the 2014 edition, egta
commissioned a series of three
radio spots, which highlighted
radio’s ability to give each listener a
unique experience within the theatre
of the mind, whilst at the same time
conveying messages to millions of
people simultaneously via one of
the few truly mass media available
to marketers. The spots, which
were made available for translation
into local languages, demonstrate
this unique capacity of radio to
create images on the canvas of our
imagination.
The focus for 2015 was promotion,
with visitors to the website invited