I Think. Therefore I Listen.
WBUR launches a new advertising campaign to connect with news listeners.
IF YOU’VE RECENTLY driven on the Mass Pike and noticed a giant polar bear in a rear-view mirror, chances are you just passed the new WBUR billboard. The ad series, which is appearing in Boston area publications and billboards throughout the state, features a new tag line—“I Think, Therefore I Listen"—as well as a fresh look and feel.
From inception to completion, WBUR Station Manager Corey Lewis was committed to getting real results without a real budget.
“We are grateful to all the advertising outlets that understood our mission of public service and required no cash investment in our campaign,” said Lewis. “This enabled WBUR to reach out to a broader segment of society that was not raised on public radio or introduced to our institution through a professional or academic environment.”
RDW, New England’s largest independent advertising agency, created the campaign as a pro bono project. Additionally, WBUR secured ad space in The Boston Globe, The Boston Phoenix, The Bay State Banner, The Boston Business Journal, Boston Magazine, and more than 100 community newspapers through Gate House Media.
The new campaign will also be incorporated into other station materials. The WBUR marketing team will be writing and directing a new online video series that will feature listeners talking about WBUR in their own words, as well as radio ads, web sites, mailings and more.
“Creating a new marketing campaign that is based on an existing ad campaign is a challenge our team has yet to face,”says WBUR Marketing Director Mike Steffon. “But with the success of our past online video campaigns, I’m confident that the team will do a great job implementing the new design and copy."
WBUR members can be on the lookout for the new ads on billboards and in publications running through the remainder of 2007.How does WBUR make an impact in your life? Tell us about it and you could be featured in a WBUR video. Just email airwaves@wbur.org with your name, contact information and brief summary of your history with WBUR.