request a call back
national campaigns or local promotions
Radio continues to prove itself as one of the most effective, relatively cost-efficient, and emotionally engaging advertising platforms available. Whether it’s for a national campaign or a local promotion, radio has the unique ability to cut through the noise, speak directly to communities and drive action quickly.
Article Summary
Local radio advertising delivers targeted, high-impact reach that drives brand visibility, community trust, and measurable business outcomes for UK SMEs. Global brings this power to life through tailored radio campaigns that boost awareness, footfall, and conversions within local audiences. By blending local relevance with trusted voices, Global helps businesses amplify their presence where it matters most—turning local broadcasts into tangible growth and competitive advantage.
One of radio advertising’s many strengths is its versatility. From 30-second brand spots to live presenter reads and sponsorships, there’s a format to suit almost any campaign goal.
Below are some examples of how various sectors are using radio to achieve results.
Event promotion and community engagement
Radio advertising is a powerful, flexible tool for promoting events and connecting with the local community. Whether you’re launching a new festival, hosting a concert or organising a seasonal event, radio helps you raise awareness and drive ticket sales. See radio advertising facts.
Take, for example, a music event happening in a few months. You need to make sure it’s a sell-out. Here’s how radio could help achieve this:
Pre-sale – 30-second adverts on local stations tease the event in advance. The message includes key details like the line-up, date, location and when tickets go on sale. The aim at this stage is to spark interest and build anticipation. Strong creative will make sure your event sticks in listeners’ minds.
Once tickets are live – Whether you’re saying, “Tickets now on sale,” “Last few remaining!”, or “Sold out!”, radio allows you to shift your message quickly and efficiently. By recording these assets in advance, you can switch them in real time. This flexibility keeps your campaign relevant and responsive to audience demand, key when you’re working with limited availability and fast-moving sales.
Competitions – You could also look at running an online and on-air promotion, giving away tickets to the event. Station branded promotional trails include detail about the event and drive people online to enter the competition. This strategy not only builds awareness but also captures opt-in data from entrants, giving you a valuable audience to promote future events to. Which business radio works best for.
Not only do these campaigns deliver fantastic results for many of our local clients, but it’s also the same approach we use for our own major events. Next time you hear us promoting something like the Jingle Bell Ball, listen closely. You’ll notice we follow the exact same structure: building anticipation, driving ticket sales and creating buzz through on-air and online activity. When it comes to promoting events, we know what works and we do it exceptionally well.
The ability to update messaging quickly means your radio advertisng campaign can stay agile (especially when the weather turns!). Radio helps build familiarity and urgency in the weeks leading up to an event, reminding people not just that something is happening, but why they should care.
Boosting High Street Footfall
With many towns working hard to drive footfall to their high streets, radio plays a vital role in encouraging local spending. We work with local councils and Business Improvement Districts (BIDs) to encourage people to rediscover what’s on their doorstep and support local businesses.
Great things to include in ads:
- Testimonials from local shop owners.
- A catchy jingle or tagline that will stay in people’s heads.
- Promotional offers or competitions to incentivise visits.
Tourism & Destination Marketing
While visual media might seem the obvious choice for showcasing destinations, radio has a unique power: it lets the listener imagine themselves there. With the right sound design and storytelling, you can make a location come to life. That makes it perfect for tourism campaigns where the goal is to inspire listeners to visit somewhere new or rediscover a hidden gem in their own backyard.
Great things to include in ads
- Ambient soundscapes like a bustling market, the beach or a romantic dinner.
- Friendly voiceovers painting the scene: “Imagine waking up to this…”
- Direct calls to action, encouraging visits to a website with travel ideas and packages.
These campaigns aren’t just about brand awareness; they’re also measurable. Many clients see real spikes in website traffic, bookings, and social engagement linked to the campaign period.
Public Health & Service Awareness
Public sector organisations often need to share important information quickly, clearly, and credibly. Radio is ideal for these campaigns because it feels personal and trusted.
For example, an NHS Trust looking to boost flu jab uptake might use:
- Real voices such as GPs, nurses, or patients explaining how easy and important the flu jab is
- Short, friendly scripts scheduled during peak travel or family listening times highlighting how accessible the jab is.
By speaking directly to local communities, these ads help build trust, reduce hesitation, and drive action, often more effectively than digital or print channels.
Driving Results for Local Trades & Services
Local service providers such as plumbers, electricians, removals companies, and estate agents often find radio advertising more cost-effective and impactful than traditional print or digital ads.
For example, a plumber looking to increase brand awareness and trade might an advertising agency to do the following:
A great campaign idea for a local plumbing company could involve using humour and repetition to build brand recognition over time. A memorable brand identity or jingle, paired with humorous lines or a strong client testimonial, would make the brand instantly recognisable and keep it top of mind for people in the local area when they need plumbing services.
The Takeaway
Radio continues to deliver results across sectors, thanks to its emotional power, flexibility, and trusted connection with local communities. Whether you’re boosting footfall, selling tickets, promoting local services, or launching a destination campaign, radio gives you the tools to reach the right people at the right time—with the right message. See booking a radio ad.
It’s creative. It’s quick. It’s effective. And when it’s done right, it works. Contact us today to discuss how we can help your business.
See how we help TalkTalk meet its objectives through advertising on Heart.
