WQXR: Tune In and Be Moved -

New York advertising agency Johannes Leonardo recently announced the launch of a unique new multimedia campaign for WNYC, the nation’s largest public radio station, as it re-launches classical music station WQXR and moves its frequency from 96.3 FM to 105.9 FM. “Tune in and be Moved,” the first campaign for WNYC from Johannes Leonardo, leverages the convergence of print, radio and digital media to promote the station’s move to save New York’s only classical music station and to encourage listeners to tune in to WQXR’s new frequency. Marked by the debut of interactive, streaming music players embedded in banner space on the New York Times website, the new campaign creates an immersive classical music experience for readers while celebrating the tagline, “Words Move You. With Classical Music They Move You More.” Over the next seven days, each curated banner ad player will be customized with classical music suited for each of seven digital newspaper sections – Politics, Arts, Science, Business, Media & Advertising, NY Region and Style. Within each player, readers can pick the movement best suited for the specific article they are reading. The digital campaign is accompanied by “Tune in and be moved” print and radio advertisements directing listeners to the new frequency. Musical compositions featured as part of this campaign include:
· Style Section: Borodin String Quartet No. 2 in D major
· Arts Section: Mendelssohn Octet in E-flat major for Strings, Op 20
· NY Region: Mozart Sinfonia Concertante in E-flat major, K364
· Science: Bach’s Brandenburg Concerto No. 3 in G major, BWV 1048
· Business: Haydn String Quartet in F major, Op. 50, No. 5
· Politics: Beethoven Septet in E-flat major
· Media & Advertising: Dvorak Terzetto in C major
The campaign began in conjunction with WNYC Radio’s launch of WQXR on its new frequency, 105.9 FM at 8:00 p.m. on October 8, and the music player banners will appear on 30 percent of seven NYTimes.com sections for seven days. WNYC acquired the station to preserve WQXR as New York City’s only 24-hour classical music station.