Nova 100’s Ben, Liam & Belle ‘New to Melbourne’ marketing campaign
NOVA Entertainment announced the launch of a new marketing campaign for Nova 100’s Ben, Liam & Belle breakfast show commencing on Sunday 15 January 2023.
Ben, Liam & Belle launched in December 2022 supported with a tactical campaign to introduce listeners to the new faces of Melbourne radio and encourage audiences to give the show a ‘red hot go’. The campaign ran for four weeks across transit portrait sides (buses), digital large format billboards, street furniture, digital display, print and socials.
In 2023 NOVA Entertainment will turn up the investment and impact with a full-scale multi-channel campaign. The new campaign is designed to celebrate that the show is New to Melbourne, showcase the city’s distinctive culture, activities and locations and give audiences a taste of what they can expect from the new breakfast show.
Whilst Ben Harvey and Liam Stapleton aren’t new to broadcasting to Melbourne audiences, this is the first time they’ve lived in the city itself, having relocated from Adelaide to take on the Nova 100 breakfast show. It’s up to Melburnian Belle Jackson to familiarise her co-hosts with some of the weird and wonderful nuances that make her hometown unique; from hook turns to the city’s obsession with the AFL, Melbourne’s unpredictable weather and the iconic music venue the ‘Espy’ (Esplanade Hotel). Featuring a suite of TVCs, the extensive campaign will run across TV, cinema, BOVD, digital and social channels, and supported by OOH (out of home), for the next three months with further investment planned throughout the year.
Adam Johnson, NOVA Entertainment’s Chief Growth Officer said, "Melbourne is a proudly unique place, with so many subtle things that distinguish it from other Australian cities. With that in mind, we wanted to lean into Ben and Liam's newness to the city, rather than pretend they're overnight Melburnians. The fact that Belle is Melbourne born-and-bred gave us the perfect comedic hook, as we see her school the boys on how to adapt to life there. We hope viewers will relate to visitors’ terror of their first hook turn, having to explain how to dress for a day-out or how ordering a coffee in Melbourne is never just ‘ordering a coffee’. The spots give a lovely insight into the team’s chemistry, and I'm sure that the people of Melbourne will take Ben, Liam & Belle into their hearts off the back of it.”
Ben & Liam built a loyal national following during their three years as hosts of Triple J’s breakfast show and over the past few years have made big impact on Nova 919’s breakfast show in Adelaide. At the end of October 2022, the team concluded their time in SA as the most listened to FM breakfast show for the majority of 2022 and were the #1 FM breakfast show in Adelaide four times in 2022 alone. The team also have a highly engaged social following with over 143K Instagram followers and 2 million views on TikTok. Over the past few years, Senior Producer Belle Jackson took on a more prominent role on-air and in December 2022 joined the boys as co-host of Nova 100’s newest breakfast show Ben, Liam & Belle.
Nova’s Ben, Liam & Belle launched on Monday 5 December and returned on 4 January after a short break for Christmas. With most radio breakfast teams taking a break from early December to mid-January, Ben, Liam & Belle offer listeners a live breakfast alternative to ‘best of’ or fill in shows radio shows over summer.
Ben, Liam & Belle can be heard weekdays from 6am to 9am on Nova 100 in Melbourne, streamed nationally via the Nova Player and listeners can catch up on the show on the daily Ben, Liam & Belle podcast.
Campaign credits:
Creative: NOVA Entertainment and Ben, Liam & Belle
Creative & Production: Red Engine
Media Agency: Carat Sydney