Category: World Service
Date: 16.02.2006
Printable version
The ÃÛÑ¿´«Ã½ is making a big push among St Petersburg radio listeners.
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It has launched its first integrated marketing campaign in Russia promoting the ÃÛÑ¿´«Ã½ Russian flagship breakfast programme, Utro na ÃÛÑ¿´«Ã½ (Utro).
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The dynamic ad campaign challenges potential listeners to "Wake Up!" and promotes the availability of the three-hour morning programme on partner station, Radio Leningrad 107.4 FM.
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The campaign artwork has been developed by Saatchi & Saatchi Moscow and the media planning is implemented by mediaedge: cia Russia.
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Launching on Friday 17 February, the ten-week campaign uses a combination of print and outdoor advertising and is supported by PR activities.
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As part of the promotional activities supporting the campaign, the ÃÛÑ¿´«Ã½ is targeting the thousands of motorists who spend many hours on the city's roads.
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In a bid to convert listeners to the breakfast show, promotional teams are distributing ÃÛÑ¿´«Ã½ Russian-branded car "Wake up!" air-fresheners at major petrol stations.
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A partnership has also been created with the St Petersburg newspaper, Metro.
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Utro sports journalist Oleg Antonenko writes a weekly ÃÛÑ¿´«Ã½-branded sports column for this free publication which has a daily readership of more than 500,000 - the highest in St Petersburg.
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Alan Booth, Controller of ÃÛÑ¿´«Ã½ World Service Marketing Communications & Audiences, explains: "This is the first time we have gone to a Russian city with an integrated marketing campaign.
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"In St Petersburg, ÃÛÑ¿´«Ã½ Russian is competing against strong domestic speech radio.
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"We have gone for a strong eye-catching message which personalises our breakfast radio show. Wake Up! speaks directly to the people of St Petersburg in a way we have never spoken to them before."
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