Swiss Radioworld and CH Media, in cooperation with the Association of Swiss Private Radios (VSP) and Radios Régionales Romandes (RRR), are launching a communication campaign to make the advantages of Radio advertising as an attractive sales promotion tool more present in the Swiss advertising market.

Küsnacht, September 26, 2024 – The high Reach, credibility, and positive advertising effect of Radio are regularly proven by studies. Case studies such as IKEA, which demonstrate a 66% increase in visitors and a 33% increase in sales through Radio advertising, show the enormous potential of the advertising material. Nevertheless, Radio is still given too little consideration in many media plans.

This is precisely where the new campaign by Swiss Radioworld, CH Media, the Association of Swiss Private Radios (VSP) and Radios Régionales Romandes (RRR) comes in, as Ralf Brachat, Managing Director of Swiss Radioworld, explains: “For many advertisers, Radio does not yet have the status it deserves. Radio offers excellent value for money, especially as a sales medium, and reaches diverse Target groups. We want to bring this potential back into awareness.”

Clear messages with a wink show what Radio has to offer The “Real Talk” campaign, developed by the Family Agency, aims to highlight the advantages of Radio and position the medium as an effective sales promotion tool for marketing decision-makers. The humorous multichannel campaign makes clear announcements and addresses the Target group directly.

Peter Scheurer, Managing Director of the VSP, says: “We deliberately opted for a somewhat bolder communication style, as the Radio medium with all its advantages can certainly present itself confidently – even in direct comparison with other advertising media.”

Landing page provides know-how about Radio advertising The advertising material used leads to the new bilingual landing page radiobuchen.ch or publicite-radio.ch, where advertisers can find access to around 50 Swiss private Radio stations and marketers to book Radio advertising directly. The website also shows the most important USPs, offers current study results, customer cases and practical tips about Radio advertising. “Many advertisers, for example, do not know that Radio spots can be produced very quickly and inexpensively – and that very easily via the Radio stations. We want to counteract these gaps in knowledge in the market,” explains Nicola Bomio, VSP President and Head of Radio at CH Media.

The campaign will be rolled out over several weeks via Online Ads, print ads, posters and, of course, Radio spots in German-speaking and French-speaking Switzerland. The campaign subjects are available for download to all interested parties on radiobuchen.ch.

Credits Responsible at Swiss Radioworld/Goldbach: Ralf Brachat (Managing Director Swiss Radioworld), Guido Trevisan (CMO Goldbach Group AG), Jessica Wonneberger (Head of Digital Marketing), Nadia Vitale (Senior Content Marketing Manager) Responsible at CH Media: Nicole Fuchs (Head Corporate Marketing und Branding), Nicola Bomio (Leiter Radio) Responsible at the Association of Swiss Private Radios (VSP): Peter Scheurer (Geschäftsleiter) Responsible at Radios Régionales Romandes (RRR): Matthieu Baumgartner (Verbandsmitglied) Responsible at Family Agency: Tabea Mader (Account Manager), Jan Walser (Creative Director), Florian Weitzel (Creative Director), Severin Binkert (Grafiker), Marc Ambühl (Head of Postproduction), Claudio Catrambone (CCO / CEO)