Goldbach Audio (formerly Swiss Radioworld) and CH Media, in cooperation with the Association of Swiss Private Radio Stations (VSP) and Radios Régionales Romandes (RRR), are launching a communications campaign to raise the profile of radio advertising as an attractive sales promotion tool 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 from Goldbach Audio, CH Media, the Association of Swiss Private Radio Stations (VSP) and Radios Régionales Romandes (RRR) comes in, as Ralf Brachat, Managing Director of Goldbach Audio, explains: “For many advertisers, radio does not yet have the standing it deserves. Yet radio offers an excellent price-performance ratio as a sales-driving medium and reaches diverse target groups. We want to bring this potential back into focus.”

Clear messages with a wink show what radio has to offer The “Real Talk” campaign, developed by the agency Family, aims to highlight the advantages of radio and position the medium as an effective sales promotion tool among marketing decision-makers. The humorous multichannel campaign delivers clear messages and speaks directly to the target group.

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 Goldbach Audio: Ralf Brachat (Managing Director Goldbach Audio), 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)