Passion for the Planet appoints Creative Orchestra to create new brand look

April 23, 2010 - PRLog -- PASSION for the PLANET, the UK’s leading green and ethics digital radio station, has appointed Creative Orchestra to create a new brand identity and look for its website.

They will retain the name but have briefed Creative Orchestra to “bring the brand into the new decade’.

CO will be radically overhauling the website to bring it more in line with how consumers now use media related sites. “Radio isn’t just a two dimensional medium these days, the web has allowed consumers to enter the world of speech and music and look behind the dial,” commented Chris Arnold, creative partner of Creative Orchestra, “it’s all about delivering a total experience.”

Passion for the Planet has seen a dramatic rise in online listening over the last two years. “The way, where and when people listen to radio has changed,” commented co-founder and MD Chantal Cooke “we need to adapt to the consumer not expect them to adapt to us. We aren’t just appealing to a niche group of greens but a more enlightened consumer who shops at Tesco’s and Waitrose, not just Planet Organic.”

“Passion for the Planet has grown and matured a lot since it launched nearly eight years ago and we feel it needs a more contemporary look”, explained co-founder and Programme Director Kenny Stevens, “one that reflects it’s ethics and energy as well as it’s diversity”.

“No longer are we designing brand identities around the letterhead, instead we are looking at how an identity can live in the interactive world,” commented Arnold. “The web has changed the way identities are approached.”

The eight year old radio station broadcasts across London and the south of England on DAB radio and has a loyal audience of over 120,000 ABC1 adults each week.

Latest Rajar figures have shown a steady increase in DAB listening with over 30% of people now living in a DAB household and over 12% of all radio listening is via DAB - so its an ideal time to launch a major marketing push.

Creative Orchestra will also be developing a new social marketing campaign targeting conscientious consumers. “We want a great a campaign that will get people talking and listening,” commented Cooke, “Creative Orchestra’s creative approach is refreshing and dynamic. As an integrated agency they really understand how design and marketing work together.”

“The green community is very connected, so getting a brand placed within the community can be highly effective,” commented Arnold who is also author of the book Ethical Marketing & The New Consumer. “Passion for the Planet’s listeners are a highly influential audience, their opinion often influences others. Many blog and Twitter regularly and are using social networks like Facebook and Ecademy.”

Media planning will be via Media Wow.

“With the growth of more environmental and ethical consumers, and a greater
interest in health, we’ve seen a massive increase  in listeners who like our mix of pure music (with no DJs) and short magazine style interviews”, explained Stevens. “There’s an enormous and ever growing audience out there that we are reaching”.

See: http://www.passionfortheplanet.com/ and http://www.creativeorchestra.com/

BACKGROUND

Creative Orchestra is a unique new model agency that is also the UK’s first social enterprise ad agency. http://www.creativeorchestra.com/

Passion for the Planet is unique in its output and the audience that it delivers. No other media has such a clearly targeted audience of people, all of whom buy into natural ingredients, organic, fair-trade, green and ethical products, give to charity and are willing to spend that bit extra to live a life of responsible luxury. http://www.passionfortheplanet.com/

Media Wow is an independent media planning & buying agency.

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