It’s no secret that retailers are doing it tough at the moment. With the retailer sector accounting for about a quarter of all radio advertising, clearly it is in commercial radio’s interest to help the sector through difficult times. CRA has launched a new $5 million national on-air campaign which thanks Australians for shopping locally and highlights the importance of the retail sector as a major employer of Australians.
The new ad campaign, which will replace the on-air radio brand campaign for the five weeks leading up to Christmas, is a joint initiative between the two sectors.
Chief Executive of Commercial Radio Australia, Joan Warner said, “Times are tough, particularly for Australian retailers. The radio industry wants to show its support for the retail sector and offered airtime allocated to the industry’s on-air brand campaign for a promotion of the importance of the Australian retail sector.”
The Australian National Retailers Association (ANRA) developed the ads which will run on 261 radio stations, both metropolitan and regional, and is worth around $5 million in airtime.
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Chief Executive Officer of The Australian National Retailers Association (ANRA), Margy Osmond said, “Retail employs over 1.2 million Australians through some 140,000 retail businesses. It is the backbone of communities across the country and provides the first jobs for many young jobseekers. We are very pleased to be working with the commercial radio networks and through their local stations, thank our shoppers for supporting Aussie businesses.
The campaign will run alongside a new website and research report on the power of retail in the Australian economy, developed by ANRA with the Australian Retailers Association [ARA] and the National Retailers Association [NRA]. The website, research and radio ads can be found at www.retailisjobs.com.au
Ms Warner said the retail sector was very important to radio advertising, accounting for over a quarter of its total revenue. “The bottom line is that the retail sector is crucial to many people around Australia and the radio industry is keen to show its support in helping promote the sector.”
The new campaign comes after a series of radioinfo articles exploring what the industry could do to help the retail sector.
I'm not sure this is the right kind of campaign... This doesn't inspire me to go shopping, and I'm not a huge fan of shopping in the first place.
I still am concerned about my money, want to save for a house and don't want to spend frivolously. This campaign doesn't give me the warm and fuzzies about shopping... it actually feels almost patronising.
I want to know where I can get the things I want for a cheap price, and I want to know that workers are being paid properly and I want to know if the products are sourced ethically.