This past week saw the launch of Black Country Radio’s Bostin Quench. ‘A beer made by the Black Country, for the Black Country’.
This was an exciting creative marketing/sales project that I had been working on for sometime with Dan Richards, fellow colleague at BCR.
We knew setting out that this was an adventurous campaign, as we were trying to replicate what had been done on a large commercial scale and adapt that to a localised community format.
Due to the impressive planning, proposals and scheduling, the campaign interested beer brand Marstons, who came on-board for the campaign. This was a big-coup for a community setup of Black Country Radio’s size.
We showed them that despite the BCR’s size, the station is a major influencer within the TSA, as it’s seen as a trusted ‘community’ voice. The campaign thereby delivered successful results through audience interaction and engagement, making the listener the focal point by giving them input into the finished product throughout.
Due to the campaign with Black Country Radio, Marston Beer’s opinion rose within the local community, with potential & current consumers. The beer’s brand also allowed Black Country Radio to promote further afield, aswell as strengthen it’s position as a trusted voice within the region, compared to local commercial competitors.