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“If You Want to Be Heard” – Choose Radio 2013

If You Want to Be Heard is the theme of the fifth annual Choose Radio campaign, which aims to encourage advertisers to invest in radio advertising by demonstrating its power and reach. Jointly developed by the Independent Broadcasters of Ireland and RTÉ Radio, the campaign will broadcast on all 36 radio stations across Ireland from tomorrow (26th June).

Irish people have a unique relationship with radio, with 3 million adults in Ireland tuning in every day and listening for an average of 4 hours. Choose Radio conveys the ability of radio to build brand awareness with that incredible reach, using well known and much loved personas of Harvey Norman, Gavin from Autoglass and Old Mister Brennan, brands that have become synonymous with radio. Choose Radio seeks to encourage media directors, media buyers and planners as well as key decision-makers such as managing directors, marketing and brand managers to invest in radio as an essential part of their marketing campaigns.

Antony Whittall, Commercial Director for RTÉ Radio said: “in the region of 3 million Irish adults listen to the radio every day and radio is at the heart of all Irish communities. With advertising and marketing budgets remaining under pressure, no other medium is as cost effective, flexible or innovative as radio. The Choose Radio campaign acts as a reminder to advertisers and marketing departments of the power of radio advertising.”

John Purcell, Chairman of the Independent Broadcasters of Ireland said “This is a fantastic opportunity for Irish radio to showcase the power of radio advertising. No other medium has the creative potential of radio or the ability to connect with individuals in such a personal way. Orlaith Blaney and the team at McCann Dublin brought this to life with creative scripts which highlight the impact of characters from radio advertising that we hear regularly on air.”

The campaign was developed by McCann Dublin. Orlaith Blaney, CEO at McCann Dublin said: “Radio advertising is phenomenally powerful in Ireland, where almost 3 million people tune in every single day. We wanted to tell that truth and tell it well. Our 2013 Choose Radio campaign written by Creative Directors, Emma Sharkey and Ray Swan captures that idea simply and in an entertaining way. A combination of excellent copywriting, great voiceover talent and editing talent by the production team at Mutiny demonstrates clearly why Irish brands and businesses must advertise on Irish radio”

36 radio stations will broadcast the Choose Radio advertisements three times a day for the two week campaign.

For more details about how to advertise on radio, please visit

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