LOS ANGELES-Onradio.com has selected Los Angeles-based Italia/Gal Advertising to handle its $5-10 million account.
The Scotts Valley, Calif., client, a network of over 575 radio station Web sites, has implemented revenue-generating Internet strategies for stations since 1996.
Italia/Gal is Onradio’s first agency. Advertising had been handled by consultants and on a project basis, said chief operating officer Steve Carley.
“Italia/Gal had proven capability in traditional retail and consumer product business and, through their association with [Santa Ana, Calif.-based] X.Com, brought terrific technical capability,” Carley said.
Italia/Gal chairman and chief executive officer Ken Gal said the shop aimed to boil down “a very complex marketing and branding issue” by developing the theme line “Tune in. Log on. Watch out” for a campaign that will launch in late summer.
“That was one of the ways they won the business,” Carley said of the tag.
“In six words it kind of summarizes what we are asking people to do,” Gal said. “To consumers we’re saying, “Watch out. Prepare to be amazed at all the things at your fingertips.'”
The business-to-business message centers on the e-commerce and marketing potential of the network and its services, including Onradio’s proprietary OnTracks micro-site, which allows users to hear CDs, purchase product, view concert webcasts and chat with artists online.
An aggressive business-to-business print campaign is in the cards, Carley and Gal said.
Onradio is moving toward an IPO, and some work will be aimed at the financial community, Carley said. ƒ
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