maRadio.be has launched a new identity campaign as part of its strategic communications plan, “Horizon maRadio 100% digitale,” to promote digital radio listening in the French-speaking part of Belgium.
maRadio.be is a collective organization representing both public and commercial radio stations serving French-speaking audiences in Belgium, a region officially known as the Fédération Wallonie-Bruxelles. The initiative is designed to encourage audiences to adopt digital radio, particularly via DAB+, the digital terrestrial radio standard widely used across Europe.
The repositioning of the group’s consumer-facing campaigns began about a year ago. Under the banner “Ecoutez vos oreilles,” which translates as “Listen to your ears,” the campaign seeks to accelerate the uptake of digital radio listening by highlighting its advantages and encouraging listeners to transition to DAB+ receivers. The campaign also emphasizes the importance of locally produced music and content in an increasingly globalized media environment.
MaRadio.be’s marketing board appointed Belgian marketing firm BBS Agency to develop the group’s new identity across its overall communications. The brief was to establish a common baseline for all media channels, including radio, TV, print and social media, and across all member stations within the maRadio network.
The new identity and baseline were launched in November with four radio spots broadcast on French-speaking radio stations in Belgium. A TV campaign is scheduled for January, supported by a print campaign in the Belgian press.
A coordinated social media campaign is also reinforcing the launch of “Ecoutez vos oreilles,” extending the messaging around digital radio adoption to online audiences.
All images: maRadio.be
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