making media dollars stretch further
Once upon a time there was an Australian airline who had oodles of money and spent significant budgets establishing its brand on television, sponsorships, big outdoor campaigns... you name it they were there.

Our brief was to reach the same business audience as previously achieved by a television spend over a million dollars, but for just 30% of the dollars.

We recommended radio as the primary medium using key business audience stations. These included talkback, golden oldies and a sprinkling of rock formats, which achieved a strong +40 middle management target. We also included stations that achieved a listener reach to office and warehouse support staff who made decisions on express freight. This was a campaign designed to maintain Ansett Air FreightÕs market dominance in the premium air freight segment.

The media strategy involved specific buys with up to 4 x 30 second spots appearing prior to 9 am each morning, often associated with news breaks and compressed to be on air only on Monday, Tuesday or Wednesday... early in the week to precipitate action early in the business week. We bought up to 6 stations in major capital cities rotated over 6 weeks in 3 bursts at specific times throughout the year to reflect peak or high growth business activity periods. We were on air in all capital cities including Canberra, Darwin, Hobart and Lancelton.

The results? High revenue levels, with about $600,000 remaining in the clients pocket. This media successful strategy continued over a 3-year period.

Three example radio tracks follow to demonstrate the power of radio to deliver a high quality brand in an imaginative way. These include a jingle track entitled "Surething" that formed the backbone of a "Guaranteed Delivery or your money back" campaign. The "Melbourne Cup" track cultivates sameday and parcel delivery business and was on air in the week prior to the Melbourne Cup carnival to tap a higher awareness of racing around Australia. The "Grand Prix" track demonstrates some of the high value, different kinds of cargo this company moved around Australia reliably by air.

Track 1 - "Surething" Ansett 30 sec
Track 2 - "Melbourne Cup" Ansett 30 sec
Track 3 - "Grand Prix" Ansett 30 Sec