Bath-based brand marketing company, thehouse has been re-commissioned byBristol based radio station GWR FM to develop and implement its second Toast advertising campaign which launches this week.
It follows the massive popularity of the ‘Toast of Bristol’ campaign last year.
The 2003 campaign was highly commended in the Best Media and Entertainment category in the Campaign Media Awards.
The focus of this year’s campaign is GWR FM’s morning show presenters Bush andTroyand their listeners’ relationship with Bristol. Bush & Troy will encourage Bristolians to nominate and award those people that make the city special for them.
The campaign has 10 categories, giving listeners the chance to tell the station who or what they think is Bristol’s: best hairdresser, most unlucky in love, least trendy Dad, kindest nurse, coolest teacher, friendliest supermarket, most ‘David Brent’ like boss, bravest kid, ultimate white van driver, best night out.
“The campaign hits the streets ofBristolwith a heavy weight bus campaign, supported by a wide range of guerrilla outdoor activity and street stunts,” says thehousemanaging director, Graham Massey.
“In recognition of the huge response last year, nominees and their supporters will be given promotional kits – including posters, fliers and stickers to drive their campaigns. The campaign will also have a strong online component, including a specially designed ‘Toast’ Micro-site, allowing campaign materials to be instantly downloaded and customised.”
The campaign will last six weeks and is being rolled out across the proposed media throughoutBristol’s city centre and surrounding areas.
Adds GWR marketing manager Tom Millar: “Toast 2 showcases the power of local radio. It’s fun, relevant, local and interactive everything we aim to be on air. National and regional stations can’t deliver this kind of listener involvement, no matter what their marketing budgets.”
According to Graham Massey the second slice of Toast promises to be even bigger than last year carefully selected categories, precise media selection, new props for consumers to use and a creative advertising campaign that is topped with a big dollop of strawberry jam.
“We know that theBristolpublic will love it to be honest we’re just a little scared that we’ve created a monster,” he said.
There are also plans to roll out the campaign across other GWR stations later in the year.