Infinity Broadcasting: How far will you go?

Brand Name: Infinity Broadcasting
Product Type or Description: Radio Broadcasting Company
Category for this Entry: Electronic & Print Media
Campaign Title: How far will you go?
Agency: The VIA Group LLC
Client: Infiniti Broadcasting

MARKETING CHALLENGE

Infinity Broadcasting is one of the nation's largest radio operators, with some of the country's most listened to, most powerful radio stations, yet it had historically done little corporate marketing. Its primary competitor, Clear Channel Communications, has far greater brand awareness, and recent entrants into the category Sirius Satellite Radio and XM Satellite Radio had both launched massive consumer advertising campaigns, dramatically elevating their overall awareness very quickly. This left Infinity with a daunting challenge in competing for market share with large, national advertisers. The campaign needed to create a powerful voice for its brand and start a meaningful dialogue with advertising decision makers on both the agency and client sides.