Commercial Radio Australia Focuses on SMEs

Commercial Radio Australia launched a new brand campaign targeting small and medium businesses with the message that radio advertising helps grow their businesses. The campaign informs the business owners of the role radio can play in driving customers into stores and online.

“Direct advertisers are an important part of the client base for both metro and regional radio operators,” said CRA chief executive officer Joan Warner. “We want to let SMEs know that now is a great time to act to get marketing campaigns and ad bookings in place as a new financial year starts. The campaign also highlights the fact that radio can drive consumer action even during lockdowns.”

Advertising agency Eardrum developed the “We’re All Ears” campaign for CRA. It consists of two creative spots that will run across commercial radio stations nationally for eight weeks, from July 9 to September 2.

“Each ad features a cross section of listeners encouraging business owners to tell them what they’ve got on offer,” explained Eardrum creative director Ralph van Djik. “This approach allows SMEs to hear the customers’ perspective, reminding them that people have money to spend. It also reinforces that Australians find radio ads useful.”

CRA notes that radio ad bookings have rebounded recently. Total ad revenue for commercial radio stations in the five major capital cities was up by 72.6% in May (compared to a year ago), reaching $59.6 million.