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Article: Media owners winner brand Classic FM parent company GWR Group.(Marketing Week Effectiveness Awards 03)(Brief Article)
- Article from:
- Marketing Week
- Article date:
- October 16, 2003
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In a little over a decade, Classic FM has become the largest classical music station anywhere in the world. Despite this success, it remains hungry to find ways of building new audiences for its core product, classical music.
In 2002, with a modest marketing budget, the company launched several innovations. These included reinventing its weekend programming to make it more relevant to younger audiences; developing brand extensions such as the CFM record label; launching new delivery platforms, such as CFM TV; and developing "partnership relationships" designed to encourage new audiences to experience live music.
The Classic FM magazine achieved a ...