YO1 Radio - York's Local Radio Station

Repackaging and refreshing local radio for budding listeners

 York’s local radio station YO1 Radio were looking to increase their audience and wanted to get more people listening to their station on their frequencies in York and Selby. They approached The Ark Media after previously carrying out lots of successful campaigns with us. But this time we did something different.

In previous campaigns, they utilised bus rear advertising however, this time we felt that their impressive creative needed to be moved to a larger space on the bus to make a statement about what the exciting community led station had to offer, and engage residents and urge them to tune in. Sometimes if the advertisements aren’t seasonal and the buses have space to fill, they leave the adverts on, called overshow. This is what happened with this campaign.

Wayne Chadwick, Managing Director, said: “We have been ecstatic about this campaign."

“This campaign was amazing, and we have been so lucky. Thank you! You did say that there was a chance of overshow and it happened.”

York buses reached 264,720 people over a 2-week period.

Selby buses reached 76,030 people over a 2-week period.

Objectives

The primary objective of the campaign was:

-To increase the audience of YO1 Radio and to get more people listening to their station on their frequencies in York and Selby

Strategy and Execution

Having previously booked several successful super rear campaigns for this client, this time, we felt that their impressive creative deserved to be moved to a larger space on the bus.

-The York area bus fleet exclusively has single-deck sides with panels on the roof, which offered us the perfect opportunity to make a bigger impact for the station.

Moving Forward

 Understanding what works and how to adapt is key to success and The Ark Media knows how to do this to great effect. We knew YO1 had already achieved great success with bus advertising so we kept that channel.

However we adapted it to use a different part of the bus, using strong key messaging and visuals to create an impactful campaign, showing would be listeners what they were missing and also to keep the ones YO1 had engaged. The key to local radio is the affinity the public build with their presenters and how much the station understands the community it serves. We reinforced that with the messaging and visuals and delivered a hugely successful campaign.