Treating itself like its own best client, advertising and PR agency LevLane, Philadelphia advertises advertising in a series of :30 radio spots that break this month and run through the end of the year. They air on public radio WXPN, the nation’s top-rated AAA station.
The campaign’s target audience is marketing decision makers. WXPN dir. of business support Mike Daly asks, “Is it a little surprising to hear an ad agency sponsoring a non-commercial radio station? To some, maybe, but LevLane understands that XPN listeners are culturally and socially engaged, and well educated. In short, they are exactly the corporate leaders who can, and must, evaluate how their companies draw on a sophisticated professional service like LevLane’s to communicate with the public.”
The first message, recorded by XPN on-air talent, reads in part:
“LevLane supports XPN. LevLane… believe[s] that it’s not just brand awareness, but brand participation, that turns a casual customer into a brand’s best friend.”
LevLane sr. vp, dir. of public relations Scott Tattar states, “taking the step of advertising our own services is a direct outgrowth of what we repeatedly tell our clients: that the current, difficult economy represents an extraordinary opportunity for the brand marketer who understands the value of promotion and is willing to go out and be proactive. We decided to walk the walk.”
WXPN is the non-commercial, member-supported radio service of the University of Pennsylvania, airing new and significant artists in rock, blues, roots, and folk. WXPN produces public radio’s most popular music program, World Cafe®, hosted by David Dye and syndicated by NPR, and the award winning Kids Corner hosted by Kathy O’Connell. WXPN broadcasts at 88.5 FM in Philadelphia, at 104.9 in the Lehigh Valley, at 90.5 in Worton/Baltimore, at 88.7 in Lancaster/York, at 99.7 in Harrisburg, and to the world via online streaming at XPN.org.
LevLane is a full-service marketing communications agency with offices in Philadelphia and West Palm, Fla. Clients include regional KFC/Taco Bell, Sunoco, Beneficial Bank, Phila. Recycling Office, Phila. Corporation for Aging, Reliance Standard Life Insurance, Wesley Enhanced Living and The Phila. Center City District, among others. levlane.com