How an air-conditioning mechanic in Sydney Australia became an award winning broadcaster in Britain; Part 161.


Messing with the competition is always fun when you work in commercial radio, especially if you can distort reality.

In 2005, I was the Program Director at 2CRFM on England’s South Coast. Our main competitor was a station called Wave 105. One day we got word that Wave were planning a big poster campaign with a new slogan.

For weeks we tried to find out what the slogan would be but it was a closely guarded secret. Then we got a break. Wave covered a larger broadcasting patch than us. Instead of launching their new campaign in their entire broadcast region, they started in Southampton, a town we didn’t cover. My Assistant PD, Martyn Lee, was in Southampton one day and spotted a bill poster, pasting up a hoarding that read, “Wave 105, Music Heaven, Twenty-four Seven”. Southampton’s posters were being put up before they went up on our patch. Wave weren’t using the slogan on the air so I made sure all of OUR jocks said “2CRFM, Music Heaven Twenty-four Seven” at the beginning and end of every link. I had audio sweepers made that used the slogan and plastered “Music Heaven Twenty-four Seven” all over our website.

The new Wave posters didn’t go up in our area for another six weeks. By that time, we “owned” the slogan. The day after the first Wave poster went up in our area I started taking calls on the air on the Breakfast Show from listeners reporting that Wave have, “Stolen your slogan!”

Craic on!

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If you enjoyed this Craic, please click “like” and tweet a link. If you’d like to talk to me about it, call me on +44 1438 422106 between 6 and 9 weekday mornings (UK time) on BOB fm.

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