27 March 2019
Scala Radio has unveiled national marketing plans for the recently launched entertainment-led classical station. The creative will be focused upon ‘Classical Music for Modern Life’ targeting the station’s core audience of ‘cultural explorers’ passion for music.
The campaign has several creative executions inspired by the unique Scala filter of 70% familiar and 30% surprise. Featuring three Scala Radio presenters: Simon Mayo, Angellica Bell and Mark Kermode whose personalities and shows reflect the unique entertainment-led offering of the station.
The national campaign combines large format OOH sites including the Westway Tower , Four Dials at Westfield Stratford, and The Waterloo Domination: multiple sites around Waterloo, the gateway to live classical music at Southbank, and the South Kensington Underground tunnel – a route which links the major museums of South Ken and the nearby Royal Albert Hall. In addition, the campaign includes an extensive national press and magazine campaign and highly targeted digital advertising including Facebook and video content.
Anne-Marie Lavan, Group Marketing Director, Bauer Media said: “Our insight has uncovered a modern and valuable audience of cultural explorers, and this campaign seeks to target them with contemporary creative which is both familiar and surprising. This campaign will capture our audience’s imagination and celebrate the place classical music has in modern life.”
The campaign begins w/c 25th of March with creative by Think Farm and media planned by the7stars.
Bringing together familiar masters along with fresh and exciting new classical pieces, Scala Radio launched on the 4th of March and features special guests, intriguing mini-series’, and shows about classical music in popular gaming and mindfulness, reaching an audience of 45+ ‘cultural explorers’. Further information can be found at www.scalaradio.co.uk.
For more information:
Cat Martin – Communications Director, Bauer Media – firstname.lastname@example.org – 07932 746 363
Sian Collins – Senior Commercial Communications Executive, Bauer Media – email@example.com – 07718124 791
About Scala Radio:
Scala Radio is a brand-new entertainment radio station that breaks the mould of classical music in the UK. Presenters include Simon Mayo, Angellica Bell, Chris Rogers and musical innovator Goldie. The station plays familiar masters from Mozart and Holst to surprising new works from living composers Karl Jenkins, Rebecca Dale, Thom Yorke (Radiohead), film scores and musicals plus music performed by bright young artists like Sheku Kanneh-Mason. Scala Radio is for those that love classical music and lead a modern life.
About Bauer Media UK:
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately-owned media businesses with media assets all over the globe.