‘Snap, Crackle, but no Pop’ is one of the slogans for 3MTR’s new advertising campaign in Melbourne, as photographed on a building which sits across the river from 3AW and ABC774’s Southbank headquarters.

MTR has launched its first major marketing campaign, produced with agency Badjar Ogilvy, with ads featuring the station’s on-air talent, with the aim of attracting listeners to its 1377 AM frequency or its much clearer digital radio channel.

Steve Price, Steve Vizard and Jason Akermanis feature in the tv ads, which highlight the theme ‘Tell it like it is.’

The agency recently created a print ad for 3MTR which played on the latest NRL scandal by claiming that MTR was “the other Melbourne Storm.”

The station formally known as 3MP did not show up in this week’s ratings results as the Nielsen radio ratings diaries for Survey 3 were already distributed with 3MP listed on them when the station launched. Pacific Star Network CEO Barrie Quick said in a media release issued just before ratings day:

“Survey 5 will be the first full survey for MTR 1377. We will only use ratings results this year as a tangible tool for measurement once we have a year-on-year benchmark.

“It is early days for the new station, but we have had an exceptional two weeks on-air with great content and great coverage. We were the first station to break the news of the murder of Carl Williams and we have had significant reporting on the NRL’s Salary Cap saga. Both of these news items have provided our hosts, talent and listeners with gritty subjects to engage with. Our aim at the station is to ‘cover it best and first’, and I believe we have got off to a great start to live up to this motto.

“As we have said in the past, MTR has no intention of setting abstract ratings targets, we are committed to Melbourne for the long term and that means getting the content right, attracting listeners and retaining listeners.”

To see the Steve Price ad, click the embedded video below.