Magyar Rádió

Navyblue develops brand for three new radio stations

Navyblue has created a new corporate identity and three separate brand identities for Hungarian Radio, the state owned public service broadcaster. With a remit to represent and communicate inclusive public service content, Magyar Radio (MR) and its 3 stations launched on August 15th.

London, Edinburgh and Leeds based Navyblue was appointed in March and has worked on developing the positioning, communications architecture and strategy, as well as the values and personality for the broadcast business.

Chosen because of our ability to offer strategic and creative insight into the architecture inside the corporate and brand communications - a skills set currently not available in the local market ? Navyblue, a UK top 10 corporate identity specialist, created a series of identities that reflect the varying personalities of the three stations: Kossuth (talk and debate), Petőfi (100% music) and Bartok (classical).

Gyorgy Such, Chairman of Hungarian Radio said: "Hungarian Radio is a complex brand and also exposed to quite different audiences. The media world has become a very competitive environment and public service broadcasters have to compete for audiences as well as live up to the expectations of the public. We have been very satisfied to work with Navyblue. They understood our strategy, helped refine it for our communications needs, developed an architecture, look and feel as well as logo and collateral that are quite unique in the media world of Central Europe, commercial or public. I am happy that we took a big breath and have done this."

Ron Cregan, director at Navyblue says of the branding project "Change for any business is a challenge, but to change a cultural entity which has been the heart of the people and a nation for over 80 years takes real courage. Being part of that team has been a revelation for Navyblue".

MR radio launched on 15th August with an above the line campaign that includes broadcast, poster, print advertising and an online viral campaign. Already, listener figures for all three radio stations have increased dramatically, with as much as a 300% increase in listener numbers recorded.