BBC Radio 2 picked up the gold award at last night's Radio Academy Promotions and Marketing Awards for its TV ad campaign featuring Elvis Presley. Click on the full story to see our report from the Radio Academy PAMs awards and view our photos from the event.
Radio 2 also walked away with a second award for best national marketing campaign for the ad, which aims to reflect the station's diverse music policy.
In the video, which became a YouTube hit, The King appears to introduce a number of musical greats on stage, including Stevie Wonder, Marvin Gaye and The Who's Keith Moon. The biggest winner at the ceremony — which recognises the best in radio marketing and promos across commercial radio and the BBC — was GCap Media, which won four awards.
Two of those were for Trent FM in Nottingham, which won best local promo for its "Runaway Bride" competition, and best "street" marketing for the 2006 "Tower of Toys" Christmas giveaway for under- privileged local children.
GCap also shared the best sponsorship award with Emap for its work on the Vodafone Live programme. And Capital 95.8's "Lights Out London"
energy-saving campaign won best event. Emap's Rock FM won best regional marketing campaign for its mobile media bus — which hosts live broadcasts and tours local schools.
Other winners at the awards ceremony — held at Sound in London's Leicester Square and hosted by Kiss breakfast duo Ricky and Melvin — included TalkSport for its on-air trails for the George Galloway show, Juice FM in Liverpoool for launching online TV channel JuiceTube and BBC Radio X-Trails for a series of Proms promos which aired across Radios 2, 3 and 4.
Full list of winners:
[b]BEST LOCAL/REGIONAL ON-AIR PROMOTION[/b]
Winner: Trent FM (Runaway Bride)
Also nominated: 107.6 Juice FM, Heart 106.2, 97.2 Beacon Radio
[b]BEST NATIONAL ON-AIR PROMOTION[/b]
Winner: BBC X-Trails for BBC Radio 2/3/4 (The Proms)
Also nominated: Classic FM, BBC Radio 1/BBC Xtrails, BBC Radio 4,
[b]BEST ON-AIR SPONSORSHIP ON UK RADIO[/b]
Winner: Emap/GCap (Vodafone Live)
Also nominated: Viking FM, Emap/GCap, Kiss
[b]BEST ON-AIR IMAGING PROMOTION ON UK RADIO[/b]
Winner: TalkSport (George Galloway)
Also nominated: 96.3 Radio Aire, Southern FM, BBC Radio Manchester
[b]BEST LOCAL OR REGIONAL RADIO STATION/NETWORK MARKETING CAMPAIGN[/b]
Winner: 97.4 Rock FM (mobile media centre)
Also nominated: Trent FM, 97.2 Beacon Radio, Magic 105.4
[b]BEST NATIONAL RADIO STATION MARKETING CAMPAIGN[/b]
Winner: BBC Radio 2 (Elvis)
Also nominated: XFM, Classic FM,
[b]BEST USE OF ONLINE FOR MARKETING A STATION OR NETWORK[/b]
Winner: 107.6 Juice FM (JuiceTube)
Also nominated: BBC Radio 5 Live, 94.7 Rock FM, Metro Radio
[b]BEST RADIO STATION EVENT[/b]
Winner: Capital 95.8 (Lights Out London)
Also nominated: Northants 96, Northsound Radio, Citybeat
[b]BEST “STREET” MARKETING[/b]
Winner: Trent FM (Tower of Toys)
Also nominated: XFM Scotland, Forth One, CTR 105.6 FM
BBC Radio 2 (Elvis)
Click [link=http://radiotoday.co.uk/e107_plugins/autogallery/autogallery.php?show=Pams%202007]here [/link]for our exclusive photos from the event.