Case Studies - World Radio Network

Client: World Radio Network

Campaign: CRI Flyer Distribution Campaign

Brief:

To raise awareness and increase the number of listeners for Chinese radio programmes on CRI and visitors to a website by running promotions activity in Chinatowns in London and Manchester.

Target Audience:

People of Chinese origin

Campaign Description:

Teams of promotional staff targeted people within the Chinatown's of London and Manchester through the hand to hand distribution of print material.

Staff were fully briefed to highlight the radio station's frequency and to encourage people to enter the website competition.

In additional promotional staff also targeted restaurants, take-aways, shops and all business within each Chinatown. Small piles of flyers were displayed in prominent positions within each venue - and passed to all staff working within each business.

Results:

• Over 20,000 leaflets were distributed over the course of two days of activity.
• The core message was clearly delivered to the relevant target audience.
• World Radio Network reported a significant rise in listening figures and were delighted with the campaign.