The on-air product has been highlighted through the brand's emotive media campaign and the introduction of a new strapline, 'Let's Walk The Talk', along with a new logo. The station's aim has been to tell listeners that it's ready for a new era of working with them and to inspire change in their communities.
"At the beginning of the year, our dedicated in-house research and insights department launched a series of focus groups, as well as an in-depth listener survey with over 4 000 respondents," says Geraint Crwys-Williams, chairperson and acting CEO of Primedia Broadcasting.
"The panel was honest and clear; they told us what they wanted from 702
and we listened. All the changes to our look and feel, both on-air over the last few months and through our brand CI, has been led by and for our audience," adds Crwys-Williams.
"It's time to walk the talk and deliver on our audiences' expectations. They want our help to drive change in their lives and to inspire them with stories about positive change. They want us to be more open and accessible, to have conversations about what's important in their lives and in their communities," Crwys-Williams says.
"As we embark on the next leg of our journey, we invite our listeners in Gauteng and those streaming online from around South Africa and around the world, to walk the talk with us. Together, we will embark on a new relationship, where through joining a conversation, we not only make great radio but radio with a continued impact that positively benefits South African society," says Crwys-Williams.702's
360 marketing campaign featured PR, outdoor, a digital engagement strategy and key partnerships. It was seeded into the market through a soft launch early in September.
This phase of the campaign kicked off on Thursday, 17 September with a teaser billboard campaign in Johannesburg that challenged convention under the headline '#LetsWalkTheTalk'.
The reveal phase of the campaign features the station's line-up and a call-to-action for listeners to tune into key show features, with 'walking the talk' being the key philosophy underpinning 702’s
The station says that listeners can look forward to a continual physical manifestation of 702’s
'Walk The Talk' positioning in the coming months. These engagements will be revealed on-air and through targeted listener experiences and community-driven campaigns.
The new voices, new features and new approaches include:
- Africa Melane: 05:00 to 06:00
- Bongani Bingwa: 06:00 to 09:00
- Clement Manyathela: 09:00 to midday
- Mandy Wiener: midday to 13:00
- Azania Mosaka: 13:00 to 15:00
- John Perlman: 15:00 to 18:00, and
- Bruce Whitfield: 18:00 to 20:00.
For more information, visit www.702.co.za
. You can also follow 702 on Facebook
or on Instagram