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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.