Category: World Service
The BBC is making a big push among St Petersburg radio listeners.
It has launched its first integrated marketing campaign in Russia promoting the BBC Russian flagship breakfast programme, Utro na BBC (Utro).
The dynamic ad campaign challenges potential listeners to "Wake Up!" and promotes the availability of the three-hour morning programme on partner station, Radio Leningrad 107.4 FM.
The campaign artwork has been developed by Saatchi & Saatchi Moscow and the media planning is implemented by mediaedge: cia Russia.
Launching on Friday 17 February, the ten-week campaign uses a combination of print and outdoor advertising and is supported by PR activities.
As part of the promotional activities supporting the campaign, the BBC is targeting the thousands of motorists who spend many hours on the city's roads.
In a bid to convert listeners to the breakfast show, promotional teams are distributing BBC Russian-branded car "Wake up!" air-fresheners at major petrol stations.
A partnership has also been created with the St Petersburg newspaper, Metro.
Utro sports journalist Oleg Antonenko writes a weekly BBC-branded sports column for this free publication which has a daily readership of more than 500,000 - the highest in St Petersburg.
Alan Booth, Controller of BBC World Service Marketing Communications & Audiences, explains: "This is the first time we have gone to a Russian city with an integrated marketing campaign.
"In St Petersburg, BBC Russian is competing against strong domestic speech radio.
"We have gone for a strong eye-catching message which personalises our breakfast radio show. Wake Up! speaks directly to the people of St Petersburg in a way we have never spoken to them before."