WNYC has not been immune to the slowly eroding radio listenership that has affected the medium year over year. There are more options for listeners, more sources for local information, and more formats taking attention. There was a need to reinvigorate the WNYC brand to get New Yorkers aware, excited and proud to be a part of the WNYC community.
The objective of the rebrand was to stave off a decline in terrestrial radio listenership and find new non-core audiences for WNYC.
The overall strategy of the campaign was to bring in new, lapsed and fringe listeners to the brand by positioning the WNYC brand as interesting, energetic and authentically NYC.