LBC 97.3FM to feature presenter-read ads

London commercial speech radio network LBC 97.3FM is featuring live "presenter-read advertisements" in a trial campaign with IT software company Citrix.

The £50,000 campaign for Citrix has an initial six-week trial run and features two live commercials.

The ads run on Mondays to Fridays between 10am and noon and are read by presenter James O'Brien during his show. This is supported by a normal spot advertising airtime campaign.

RadioWorks created the campaign, which is the first of its kind in theUK.

The "presenter-read advertisement" is in the style of a mention, following an LBC jingle, so as not to form any part of opinion, news or the general editorial of LBC 97.3 FM.

In accordance with industry watchdog Ofcom, such advertisements must be clearly distinguishable from programming, and presenters cannot provide personal endorsement.

The campaign promotes Citrix's new software package, Go ToMy PC, which allows business users to access their work computers from any PC via remote access. The aim of the campaign is to drive business users to the Citrix software, where they can sign up for free trials.

David Lloyd, managing director of LBC Radio, said the campaign follows the success of similar campaigns in the US and Australia.

"The LBC format lends itself particularly well to innovative approaches to advertising," he said. "These live ads will enable us to capitalise on the immediacy of the medium and draw upon the communication skills, which great presenters naturally have."

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