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the power of radio advertising
In today’s increasingly digital and fragmented media landscape, radio advertising remains one of the most effective platforms for brands to engage audiences in authentic, high-attention environments.
Article Summary
Leading brands leverage radio’s expansive, accessible reach and emotional storytelling strength to deliver high-impact marketing. They benefit from targeted audience segmentation, cost-effective airtime, and trusted voice endorsements, boosting credibility and consumer confidence. When paired with digital campaigns, radio enhances brand recall and conversion through cross-channel reinforcement. Measurement tools such as promo codes and landing pages help track ROI and optimise ad performance.
At Global, we’ve helped local businesses across the UK , tap into the power of our trusted radio brands to boost brand awareness, drive footfall, and generate real results.
Here’s how leading local businesses have successfully used radio advertising to exceed their advertising campaign objectives.
North Weald Market – Driving Footfall & Awareness Through Radio
Objectives: Increase footfall, brand awareness and brand consideration
Global worked closely with North Weald Market to create a clever and strategically timed campaign on Heart and Capital, targeting the days leading up to the Saturday market and key bank holiday openings. Multiple ad variations were used, including spots specifically tailored for market traders (who start early!), so they were aware of the advertising support being provided by site managers. The client reported excellent results, commenting:
“The campaign delivered an increase in footfall to our market site in North Weald, the market stall holders anecdotally mentioned they’d heard the ads and the increase in footfall came from new customers, so brand awareness and consideration had also been driven by the 6-week campaign.”
This 6-week campaign effectively brought in new customers and reinforced the market’s presence in the community.
Merseyrail – Year-Round Awareness with Integrated Radio & Digital Campaigns
Objectives: Drive awareness for seasonal campaigns and website traffic
Merseyrail ran a 12-month integrated campaign featuring radio airtime and sponsorship, DAX, and outdoor advertising. The focus was on their “More reasons to Merseyrail this Christmas” campaign. The results? A measurable increase in landing page hits and a positive impact on ticket sales during the campaign period. The client was delighted with the results, stating:
“My experience working with the Global team has been brilliant. Nothing is ever too much trouble. They are so responsive to our requests and provide help and advice to ensure we achieve our campaign objectives.”
This shows how long-term brand awareness strategies on radio, combined with digital support, can yield consistent results.
Ashwood Homes – Boosting Sales & Brand Trust with Radio and DAX
Objectives: Increase sales and strengthen brand presence
Ashwood Homes saw a significant boost in sales after launching their radio and DAX campaign. The client confirmed this, stating:
“We have seen an exceptional increase in sales since using radio and DAX as it allows us to target our consumer base with ease. Radio is a trusted form of media, and has helped with brand awareness. To be aligned with Global has put even further trust in our brand.”
The client also highlighted the personalised and strategic support they received from their Account Manager and Creative Writer, helping to bring the brand message to life and maintain a fresh and engaging presence.
This example underlines the importance of creative collaboration and precision targeting when running successful radio campaigns.
Efteling
Objectives: Brand awareness
Efteling has built a long-term partnership with Global, typically booking airtime across multiple Heart stations and bus ads around seasonal periods. They have also run on-air-to-online competitions in the past, showcasing the brand in varied and engaging formats.
The primary goal for their most recent campaign was to boost bookings for the 2025 season, with a focus on overnight stays. The client was thrilled with the performance, sharing:
“The bookings exceeded our targets, so we’re pleased with these results!… couldn’t be happier!”
Efteling’s success highlights how consistency in advertising, combined with creative campaign bursts, can lead to year-on-year growth in the UK market.
The Takeaway
These are just a few of the success stories, highlighting why local brands are consistently turning to radio:
Reaching the right audience with geographic and demographic targeting
Building trust and emotional connections through consistent, familiar voices
Driving measurable results—from awareness to consideration to action
Whether you’re looking to promote an event, sell products or establish a trusted local brand, radio delivers impact that cuts through the noise.
Let’s talk about how radio can help your brand grow.
Contact our local team today and discover how we can craft a campaign tailored to your business goals – contact us button.
case study: 3% increase in footfall
