The BBC is launching a brand-building marketing campaign for BBC Radio 4. On Monday (25 September), R4 controller Helen Boaden admitted at a Voice of the Listener & Viewer speech that
The BBC is launching a brand-building marketing campaign for BBC Radio 4. On Monday (25 September), R4 controller Helen Boaden admitted at a Voice of the Listener & Viewer speech that the station was 'rather bad at marketing itself'. The campaign, using the strapline 'Radio to the Power of 4', is to air across BBC 1, BBC 2, BBC Choice, BBC News 24, BBC Knowledge and a radio version will run on BBC Radio 2, BBC Radio 3 and BBC Radio 4. The promotional push will concentrate on three key R4 programming elements; comedy, debate and celebrity/arts to encourage occasional listeners to tune in more. It has been developed by BBC creative services and is set to air for four weeks from 30 September.