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PRESS RELEASE
Denver, CO
October 20, 2003
Morey Evans Develops TV Ads For 99.5 The Mountain
Morey Evans Advertising has completed a creative assignment for radio station 99.5 The
Mountain in Denver. The campaign consists of two :30 second television commercials built
around the theme, "Free Your Radio."
Shot on location in the mountains just west of Denver, the two commercials follow similar
storylines in which a symbolic radio is metaphorically "freed" from the confines of traditional
FM radio formatting and programming by being released into the mountains.
According to Tom Evans, Creative Director of Morey Evans, the creative strategy is necessary
due to the level of formatting and categorization in the radio industry, as well as the
uniqueness of The Mountain's on-air experience for listeners.
"Consumers are quick to pigeon-hole radio stations as soon as they hear industry buzz words
in the advertising," claims Evans. "Our job was to jump-start word of mouth without
inadvertently limiting people's perception of what is a very unexpected radio format. These
spots don't define the station, they invite involvement with the station."
According to Amber Pope, Marketing Director for The Mountain, she and her team wanted to
stay far away from the formulaic approach used by so many stations that rely on music clips
and video cuts of music artists. "We're using the Free Your Radio theme to promise something
fresh, different and authentic," says Pope. "It's a provocative ad line, but we plan to make it
the cornerstone of a guerrilla marketing campaign at the street level, too. And, of course, we'll
use it on air."
"This is the kind of idea we strive for at Morey Evans," states Evans. "Ideas that have the
power to change not just advertising, but an entire organization and how it thinks about itself.
Free Your Radio is a call to action akin to a social movement."
The campaign begins airing today on Denver area television stations.
For more information, contact Glenn Morey at 303.296.8011
or email gmorey@moreyevans.com.
© 2006 Morey Evans Advertising
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