How Frequency in Press helped RNZ Build its Brand
How Frequency in Press helped Radio New Zealand Build its Brand
The NAB’s latest case study on the power of press has just been released. This case study focuses on newspapers ability to reach a high percentage of people both locally and frequently; a strategy used by Radio New Zealand for its FM Frequency roll out.
Through a tightly targeted press campaign primarily in metropolitan and regional newspapers, Radio New Zealand was able to increase its nationwide station share to 11.7%, reconnecting with regional audiences and changing existing perceptions of the National Radio brand. Cost, reach and impact were key considerations in the media selection.
Newspapers are a highly effective media choice for advertising and the NAB’s Case Study Programme is proving it through evidence of delivery. The more information obtained on delivery, the better the service to the industry. Accountability is a high priority and the NAB wants to provide good, useful guidelines to the industry that demonstrate how newspaper advertising works.
By exposing great work, the NAB also draws attention to those agencies and advertisers who have a good understanding of the use of media. The NAB believes these companies deserve public recognition.