Greetings card brand thortful has launched its largest ever radio campaign with Bauer Media stations KISS, Magic Radio and Absolute Radio, introducing a card design competition to showcase and celebrate the creativity, variety and quality of thortful’s cards and its expert creators.
The campaign will see teams of presenters from each station – including Ronan Keating, Jordan Banjo, Perri Kiely and Dave Berry – compete against each other to create their own Valentine’s Day cards with the help of thortful mentors.
thortful will be able to leverage radio’s new stronger audience connections and improved presenter-listener relationships – recent Bauer Media research found that 38% of listeners say they have a closer relationship to their favourite radio station now compared to pre-lockdown. They agree that presenters have understood the importance of connecting with a new honesty, humanity and authenticity, leading to over 40% of listeners stating that radio provides them with company, up 6% since April 2020.
As part of the radio campaign, thortful designers will share what inspires their designs, give advice on creating the perfect greetings card and mentor the presenters through the design stage of the challenge. All cards will be unveiled online on Monday 1st February, where listeners will be able to vote for their favourite design. All voters will be in with a chance of winning a prize worth £2,000 courtesy of thortful, plus a personal card from the winning show.
With two weeks till the big day, listeners will then also be able to purchase the Valentine’s Day cards from thortful’s website, with a portion of all sales donated to Cash for Kids. The Bauer Media charity aims to improve the lives of disadvantaged children and young people who are affected by poverty, illness, neglect or have additional needs.
Simon Kilby, Managing Director Bauer Media Advertising said “We’re delighted that thortful has chosen to work with Bauer Media for its first ever radio campaign and can’t wait to see all the different cards that the stations and thortful designers will create. Our presenters’ competitive streaks are already out in full force and we know listeners will enjoy the station rivalries. Listeners have turned to radio for comfort and entertainment over the past year, so we think this campaign will be perfect to inject some joy into our listeners’ lives this third lockdown.”
Andy Peace, CEO, thortful said: “We are really excited to join forces with Bauer, we love their radio stations and because we’re all about championing amazing creative talent we are really delighted that their presenters will be getting involved and designing unique cards for us. I can’t wait to see what they produce; may the best man or woman win!”
Stuart Smith, Managing Director, Mostly Media added: “The opportunity for thortful to align themselves so closely with such distinct and well-respected brands was exactly what we’d hope we’d achieve. The ability to showcase the brand and its values in this way is hugely exciting and we can’t wait to hear and see the end product, and of course the winning cards.”
The campaign was brokered by Mostly Media and will launch on 25th January, running till Valentine’s Day on 14th February.
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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 Brand 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.