An Entercom NY Manager was driving on the highway and saw a Shoreline Aviation Seaplane take off near the FDR and called his Account Executive from the road to suggest this service as a potential advertiser.
The Account Executive did some research and made the call. It turned out they were already fans of WCBS-AM and very interested in how Entercom could help them. Through a customer needs analysis, they discovered their goal was to reach high income potential travelers from NYC to the Hamptons and NYC to Providence, RI during the peak summer months.
This is a luxury service which aligns perfectly with the audience and demographics that Entercom’s brands speak to.
Entercom’s solution was to use the Traffic, Weather, and Information Network (TWIN), short duration 15-sec live reads embedded in up to the minute traffic and weather reports on the heritage news stations 1010 WINS and CBS 880. Traffic and weather reports are “appointment listening” and the live reads were stand-alone commercials that stood out with no clutter in prime dayparts. The 15 second commercial high frequency schedule on the News stations aligned well for reaching high level business executives and a high-income audience.
The client saw a significant lift in calls and continued to advertise throughout the summer. The flexibility of Radio allowed for a quick and easy copy change. One instance was when the client was looking to target travelers to Rhode Island they were able to make the copy more focused on those trips.
This is one of those leads that every Account Executive hope to get because there was an immediate interest and the selling process was really quick!