Radio Nova plays the generation game
Dublin station Radio Nova is following up last summer's "addicted to . . ." outdoor advertising campaign with a new €250,000 marketing push called "Generation Nova".
The rock station's chief executive, Kevin Branigan, says the campaign, developed by Dublin-based creative agency Bloom, is the first of four marketing drives that Nova will undertake in 2013.
The current campaign features "Bono Murphy", "Axl and Slash Keogh" and "Jon Bon Reilly" - babies with rock-star inspired names that have been "newly born to Nova loving parents". Branigan says the advertisements are intended "to bring a smile to even the most battle-weary of Dubliners".
Bloom director David Quinn describes Radio Nova, which launched in 2010, as "the ultimate challenger brand" in the Dublin market and said the campaign was designed to "develop the unique emotional connection the station has with its listeners".
Nova has almost 140,000 listeners in the greater Dublin area, according to the latest Joint National Listenership Research ratings, and Branigan continues to spend on awareness-building.
"Radio audiences are not built in a day. It takes constant, long-term development of brand, image and listener loyalty," he says.
The station, which employs 42 people, is backed by businessmen Dermot Hanrahan, Des Whelan, Maurice Cassidy and Mike Ormonde. Branigan is also an investor.
Nova, which is the only Dublin-based station licensed to cover the commuter belt region, cites U2, David Bowie, the Rolling Stones, Oasis, the Killers, Kings of Leon, Coldplay and the Foo Fighters as key artists on its playlist.