Ogilvy Group to take Radio MTR 1377 to market
Emerging Melbourne talk radio station MTR 1377 has appointed Ogilvy Group Melbourne to create and oversee its integrated marketing push, as it moves towards its first on-air date later this month.
The new station, chaired by former STW executive chairman Russell Tate,is aiming to offer Melbourne listeners – and advertisers – a newalternative in the talk-radio market. A joint venture betweenMacquarie Radio Network and Pacific Star Network, it is expected tolaunch late April with the integrated campaign to launch soon after.
Ogilvy Group Melbourne, part of STW Group, will oversee all elements ofthe station’s brand and marketing, from research (by SWAT), naming andbranding (Yello), media planning (NEO@Ogilvy), through to creativeadvertising (BADJAR Ogilvy) and digital work (DTDigital).
Its integrated offering, teamed with a deep understanding of theMelbourne market, made it an “obvious choice for the job”, Tate said.
“When it comes to knowing the Melbourne market there’s not a better agency group,” he said.
Ogilvy Group Melbourne’s CEO, Andrew Baxter said the campaign compriseddigital, print, television and outdoor advertising, and would targetthe station’s primary audience of over 40’s with a skew to 50+.
9 Comments
Obviously it was a hard-fought pitch.
What part will Luke Grant play at MTR?
Why is this even news?
Who were the other agencies in the pitch?
Jeez, accounts have been won and lost based on personal relationships since the beginning of time.
At least it seems like they did the industry the courtesy of not wasting everyone’s time with a bullshit pitch that was always going to end with an STW agency winning the business.
very good show. have been listening since you started, but some days or nights, I cannot understand you because of static. last night was real bad so I swithched to 3AW. Yet the static doesn’t always last long but it prevents me from listening to you some nights and some mornings. It is not my rardio because my son in law finds the same intermittant problem. please advise what you are doing about it. It must be the area.
I have been listening to Mtr 1377 since April 18th 2010 and I enjoy Mtr 1377.
Melissa has been listening to MTR 1377 since Sunday August 8th 2010 and she enjoys MTR 1377.
I have been emiling Steve Price to suggest to him that he sign people from Gold 104.3/Mix1011, FOXFM/TrIPLEM, NOVAFM/CLASSIC ROCK, 774 ABC MELBOURNE AND 3AW DURING THE NEXT TWO YEARS TO HELP MTR 1377 GAIN ALL LISTENERS AN REVENUE FROM SIX FM RADIO STATIONS AND 3AW AND LISTENERS FROM 774 ABC MELBOURNE!
It seems as through that MTR and 3AW could be consolidates by Christmas according to an article that II read on tHe Australian Website last Saturday,
TODAY I EMAIED STEVE pRICE AND SUGGESTED TO HIM THE HE SUGGEST TO OGLIVY MELBOURNE TO ADVERTISE MTR 1377 ON CHANNEL TEN TO BRING LISTENERS TO MTR 1377 FROM THE 18 TO 39 DEMOGRAPHIC AND YOUNG FAMILIES IF MTR 1377 ATTRACT LISTERS YOUNG THEY WILL HAVE THEM FOR LIFE.