WXRT Launches Interactive Ad Campaign
October 2, 2007 at 6:23 AM (PT)
CBS AAA WXRT/CHICAGO is asking local residents to imagine what the city would be like without it, writes THE CHICAGO SUN TIMES. WXRT's new interactive ad campaign, supported via a heavy round of advertising on taxi tops, buses and billboards, was developed in-house and designed by BRAINFOREST/CHICAGO. It encourages fans of the station to post on the radio station's website, www.wxrt.com, how they would complete the thought "CHICAGO without XRT would be..."
Many of the listeners' most provocative responses will be displayed online, and Dir./Marketing BRAD AUERBACH said the best of the lot will be incorporated into the second and third month of WXRT's outdoor ad campaign. The station also intends to post the responses from its own on-air personalities along with those of listeners.
In a test of the campaign conducted before it went live late last week, AUERBACH got some blunt replies, including "CHICAGO without XRT would be NEW YORK," "CHICAGO without XRT would be not my kind of town," and "CHICAGO without XRT would be a city with no soul."