KUPR was a north county San Diego radio station that played cool music, yet few listeners had found them. Timed with a broadcasting signal expansion and new call letters, we first teased about the “launch” date in print advertising and with giveaways at music festivals booths. Once anticipation was rising, we then lead an all-out media barrage of newspaper ads, TV, and PR.
The result: big listenership gain = big revenue, and the agency won national creative rewards for the work. When this private station sold to a conglomerate, it was reported that the owner received the highest asking price of any station in this market. We lost a great station and client, but were fulfilled to have played a part in this huge success story!