Beat 106

The primary marketing task facing this new radio station was to generate trial listenership. The agency claims that the imaginative creative strategy and execution led to the most successful regional radio launch ever in the UK.
Agency: The Leith Agency, Feather BrooksbankAuthors: Gavin Macdonald

Scottish Awards 2001

Beat 106

'Making Waves' The launch of Beat 106

Summary

The Big Beat consortium won the fiercely contested regional radio license for Central Scotland with a commitment...