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  • Station 97.3FM
  • Campaign Type Promotion
  • Timeframe
  • Target market
  • Station 97.3FM
  • Campaign Type Promotion
  • Timeframe
  • Target market
The on air, online, event and post-coverage were consistent with our messaging and helped drive awareness of the series return, encouraged engagement with both loyal and lapsed fans and helped us amplify our tune in communication” – Andreana Walton Network Ten
 

Brief

To promote the series return of Masterchef Australia, we aimed to raise awareness and generate interest and engagement through a large scale campaign. ARN submitted a launch strategy to play out on Radio called ‘Robin, Terry & Bob’s Extraordinary Taste of MasterChef’. 

Campaign Objectives

  • Promoting the series return of MasterChef Australia in 2016
  • Raise awareness and generate interest
  • Engage with audience through a large scale campaign
  • Year on year audience

Insights and Solution

 
97.3  provided a multi-platform campaign including:
  • Fully integrated Breakfast Promotion
  • Online competitions
  • Interviews in the lead up to the event with MasterChef judges
  • Integrated video content and photo gallery content post event featuring Gary Mehigan and Matt Preston
  • Logo and theming integration throughout the listener event
  • Created fully integrated event where listeners and fans of MasterChef could interact with the judges

Results

Delivered an impressive year on year audience growth in Brisbane