107.3 KOOL FM
ADVERTISER
107.3 KOOL FM
MARKET
Victoria, BC
BACKGROUND
107.3 KOOL FM is programmed specifically to offer a FUN choice at work, playing 55 minutes of “Today’s Best Music” every hour, everyday starting at 9:00am. In 2007, KOOL FM sought to increase their standing in the ratings by creating and maintaining a strong presence in the community.
MARKETING PROBLEM
Building top of mind awareness with brand recall.
STRATEGY
Working directly with the Program Director of KOOL FM, Lamar put together a long term campaign that would be supplemented twice with short term heavy ups during the broadcast ratings periods. Using images of Top 40 artists in their creative, KOOL FM promoted the station as fun, relevant and current.
PLAN DETAILS
The annual campaign ran from August 2007 to July 2008 in the Greater Victoria area. Combined with the high impact visual of a large Double Decker Full Wrap traveling through the Greater Victoria area on a daily basis for a minimum of 10 hours a day, KOOL placed a Seventy poster on 10 different buses as well as 10 Interior Cards in an additional 10 buses to create a strong presence. Super Kings with and without Headliners were added to keep KOOL’s message fresh and generate interest during the two broadcast rating periods.
RESULTS
The 2007 – 2008 campaign met 107.3 KOOL FM’s objectives by effectively increasing not only the adult audiences they were hoping to reach but by increasing their share of the ratings.
In Survey 4 for 2007 KOOL FM saw their share increase by 1.7% and by Survey 1 of 2008, they had gained another 0.9%. The success of this campaign showed that transit advertising was a force to be reckoned with and not only did KOOL FM renew their campaign in 2008; the parent company CHUM decided to use transit advertising to promote their talk radio station C-Fax 1070.
Over the course of the 2008-2009 campaign, KOOL FM continued to climb up the ratings chart to end out the campaign with another increase of 1.1% while C-Fax gained 1.7%. In 2009, CHUM plans on building on the success of the previous two years by not only returning with both KOOL FM and C-Fax but adding their local TV news station, A-Channel.
107.3 KOOL FM Success Story (pdf)
