Flowers of Radio Scotland
A family gathering on the couch tonight as we watched the first episode of the new Doctor Who series. The Zedettes are big fans and consensus in our house was that new leading actor, David Tennant, makes a fine Time Lord. Mrs Z wasn't so sure, but I told her how friendly he had been when he was in Glasgow last week being interviewed by Fred MacAulay. That seemed to convince her.
Meanwhile, we all had a bit of a surprise when the progamme finished and on came the new promo for Radio Scotland's music programmes. If you missed it on the telly you can download it from this website. It's the first time we've given such prominence to our music output. Many people know the station for news, sport and other speech programmes, but our music strands are very different from those available on other stations. That's the message we're trying to get across.
It's been interesting following the development of this campaign. It begins with an analysis of the audience research and then discussions with our Head of Marketing, Mairead Ferguson. She, in turn, briefs her own creative team and they develop a concept. In this case they suggested the colourful variety of music on the station could be likened to varieties of summer flowers. That led to a surreal animated sequence in which row after row of red and yellow tulips are displaced by a wild jungle of exotic and multi-coloured flora. Each animated sequence highlights three different programmes in the schedule and ends with specific information about one of them.
If you do get the chance to see it, let me know what you think. More importantly, do let me know what you think of the music programmes on the station. We have twelve new ones launching between now and the end of the summer. Bursting with new varieties, you see.
