The RAB 20th Anniversary

The Challenge

The Radio Advertising Bureau (RAB) celebrated its 20th anniversary with an event for clients, staff and media looking at 20 years of radio innovation from the RAB. The event, which was held at the London’s British Museum, also saw the launch of two new initiatives from the RAB aimed at helping advertisers, media agencies and creative agencies get more from the medium.

Our Approach

We announced the anniversary and customer event to the trade press, set up a #tag for the event, and then drip-fed news of speakers and developments in the run-up to the event. We worked with the RAB to generate supporting collateral to set-up features with target media in advance of the 20th anniversary event. We wrote up a press release to support the launch of two new initiatives, WeLoveRadioAds app and RadioGauge Predict, and pre-briefed journalists with interviews and supporting images.

The Results

Superb coverage achieved in all the target trade press, including The Drum, Campaign, Media Week, Brand Republic, Broadcast and Radio Today. Coverage spanned both the anniversary event and the launch of the RAB app and RadioGauge Predict media tool.

Features placed included a timeline of commercial radio and its successes, a Talking Heads feature with industry luminaries looking the future of radio and a top 20 radio ads from the last 20 years. We also arranged for the RAB’s Managing Director, Simon Redican, to do an interview with Campaign magazine, which was also supported by a video interview in their online edition.