Fine & Country has launched its second radio advert campaign after the success of its initial foray into radio advertising. The agency’s latest campaign marks a strategic move to further diversify its advertising strategy and extend its reach to ‘quintessential listeners’.
The new radio advert, part of Fine & Country’s overarching marketing campaign titled ‘Dare to be iconic,’ will be aired on leading stations including Classic FM, Virgin Radio, and LBC UK. This decision stems from meticulous research revealing that these stations are highly favoured among the target audience Fine & Country aims to engage with.
ADVERTISING STRATEGY
Emilie Despois (main picture), Chief Marketing Officer for Fine & Country, says: “Through the support of our network and National Advisory Council (NAC), Fine & Country has always prioritised an extensive advertising strategy encompassing national print and online media.
“With the expansion of our advertising budget, we have been able to explore new avenues to expand our brand awareness such as podcast and more recently radio advertising, creating a multi-platform strategy that maximises exposure for the brand and our network of agents.”
DARE TO ICONIC
According to Despois, the overarching ‘Dare to Iconic’ campaign message centres around customers’ lifestyles and encouraging them to live the life they aspire to by choosing Fine & Country as their property partner. It also reflects the exceptional level of service Fine & Country’s customers can expect by using a trusted, premium brand. She adds that the campaign has been in the pipeline for several months, with the radio advertising the first medium used to springboard the campaign into other avenues.
And she says: “Our previous broadcasting campaign was highly successful in reaching our target audience and increasing brand awareness, which is why we decided to further explore this medium. As a brand, we will continue to increase our investment in our omni-channel marketing approach and are committed to promoting the brand and identifying new opportunities for brand elevation.”
The radio adverts will be broadcast in two phases, each spanning six weeks, across the selected stations: Classic FM, Virgin Radio, and LBC UK.
