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7

media

campaigns

to support

teLeVision

and radio

T

he two big-reach media practice what they preach, using the

airwaves to tell their stories and engage business partners

and the wider public alike. The following examples are among the

most innovative and effective promotional campaigns to be deliv-

ered in recent times, in several cases played out with consistent

messaging over a number of years.

These campaigns highlight different qualities of television and

radio advertising: World Television Day and World Radio Day are

established fixtures in the diary, offering opportunities to cele-

brate these two wonderful media and communicate about their

many strengths. The PEPPTV initiative has become an effective

vehicle for the television industry to speak with a unified, global

voice. Thinkbox’s much-loved TV ads have been driving the UK or-

ganisation’s marketing objectives for several years, and these are

presented alongside successful campaigns from Spain, Australia,

Germany, Ireland, Belgium and the Netherlands.

Entertaining, thought provoking and – above all – effective, these

campaigns offer models of how good promotion should be done.