Astral Media promotes two radio stations
By Adnews Staff
Astral Media has begun two ad campaigns for Toronto radio stations Virgin Radio 999 and EZ Rock. Both were developed by Zig of Toronto. The Virgin Radio campaign, which began on March 2, includes billboards and transit ads in the Greater Toronto Area. The creative depicts the station as a place that stands out among other stations playing pop music. The ads use the tagline, "Give your radio a reason to live." "We are not only emphasizing the fresh sound and energy of Virgin Radio 999, but also addressing recent debate over whether traditional commercial media still has a place in the world," said Rebecca Shropshire, director of branding and communication at Astral Media Radio. "Virgin Radio offers listeners a reason not to turn away from radio in favour of other options, because we are breathing new life into the medium." The EZ Rock campaign also makes use of billboard and transit shelter ads. The creative depicts old-fashioned wallpaper designs incorporating musical notes. The intent is to communicate that the station does not play musical wallpaper. Media buying was handled internally by Astral Media Outdoor.