Branded podcastS, radio ADVERTISING and radio programmes
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NFU Mutual Podcasts
Farmers listen to loads of podcasts. Stands to reason - they spend a lot of time alone in the field, and they want a great audio show to keep them company.
NFU Mutual identified podcasting as a superb tool to reach their target market and talk to them about the subject that they know farmers want to explore most - diversification.
“Ahead of the Field” is a series presented by Will Evans - a farming influencer and superstar as he visits farms up and own the UK who have successfully diversified their businesses. From a brewery in Wiltshire to speedboat tours of Loch Lomond, this is a podcast that gets out and about and gets its feet muddy.
In between the main shows, there are bonus episodes looking at the detail - inheritance tax, pensions etc. Useful stuff for farmers, delivered in bitesize audio.
Fresh Air worked hand in hand with NFU Mutual to decide no the format, the presenter and the subject matter. We scripted the shows, recorded on location, added sound effects and music, and worked through multiple edit rounds until the product was perfect.
A epic project, with fantastic results and some wonderful smells.
In late 2017, Historic England ran a campaign to celebrate “irreplaceable” places in England. They wanted to make a podcast to accompany the campaign and dig out the stories behind both the famous and lesser known places nominated. From a hut in Bletchley Park where modern computing evolved, to the iron railings which suffragettes chained themselves to – we stepped back in time to the very roots of our national identity. And with Emma Barnett and Suzannah Lipscombe as our hosts, made a brilliant podcast about history that might be right on your doorstep!
Then in the summer of 2018, we were back with a new Historic England podcast - “Spirit of the North”. Photographer John Kippin was given the task of exploring the North of England to capture its spirit of innovation , creativity and culture. The accompanying podcast is a five part trip around The North with wonderful voices and stories to make any Northerner homesick.
The truth is, they’re the same thing and they’re growing! Radio ads are still some of the most astonishing effective campaigns out there - they just need to be made brilliantly. Believe it or not, in the first half of 2018, radio was the fastest growing advertising medium in the UK.
And audio advertising, on digital audio, smart speakers, podcasts and music streaming services, opens up all sorts of extraordinary possibilities, with personalised creative, 3D sound, and much more.
The rules are still the same - make it punchy, make it witty, and remember the unique, intimate context of the audio listening experience. Now that everyone’s listening on headphones, multiply that intimacy by ten (or thereabouts).
We love making radio ads. So much more fun than telly.
Houses of Parliament Podcasts
In this iTunes top 10 (!) podcast, produced for the Houses of Parliament, writer and comedian Meera Syal explores the way our country is run day to day.
Granted access to the inner workings of Parliament, Meera walks us down the corridors of power to uncover what really happens at the heart of British government. Over six episodes, we discover how the government is formed, how the laws that shape our daily lives are agreed upon and enforced, and how our leaders are held to account and by whom.
Perhaps most importantly, with the insight of members of the public and key figures within the houses, we discover the ways in which parliament affects your daily life…and how you can affect it.
Podcasts are a wonderful way to establish Thought Leadership credentials for any business, demonstrating the expertise available within the organisation and from its partners.
“Insurance Tomorrow” is a series exploring the major global trends that will impact businesses and whole sectors in the decades to come. Nick Hewer hosts panel discussions with the leading experts in the insurance industry to establish the risks and the opportunities they bring.
Aimed at Insurance brokers, it’s a great example of a business using podcasts to reach a valuable niche audience with perfectly in-depth targeted audio content.
For over 18 years, we have been one of the UK’s leading experts in creating promo campaigns for TV shows and series.
As part of our ongoing work for BBC Radio Cross Trails, Fresh Air has produced many of the BBC's biggest drama and entertainment campaigns of recent years. We work with major advertising agencies, and recording with major talent.
Since 2013, we’ve also been the audio creative partner for ITV Creative, building their radio advertising campaigns for huge shows, including Britain’s Got Talent, Downton Abbey, and the 2018 FIFA World Cup.
On top of that, we’ve worked with Channel 4, Sky, A&E Networks, and UKTV, helping them to all turn great visual properties into original, exciting an arresting audio campaigns.
We love to show that a radio campaign isn’t just a TV campaign without the pictures. We script, cast and direct the creative to make the very best use of the medium.
Want to hear some samples? Visit our Soundcloud page
In autumn 2016, Fresh Air partnered with the National Trust to produce the National Trust Gardens Podcast – the organisation’s first podcast project, looking behind Britain’s hedges. Over three 25-minute episodes, Head Gardener Alan Power learns the stories and secrets of Britain’s most beautiful heritage gardens, from the people who help to look after them.
Then, in June 2018, the Trust celebrated the anniversary of women winning the right to vote in UK general elections with a five part series “Women and Power”. Presented by Kirsty Wark, the series tells the story of the struggle for universal suffrage, from the earliest rebellions in Manchester factories, through to the famous suffragettes, Millicent Fawcett’s suffragists. The show was part of a national programme throughout Trust properties across the country, emphasising the connections between the stories and the Trust.
The National Trust is perfect for podcasts. Every location and every building holds hundreds of stories. Since piloting with us in 2016, they’ve created their own in-house podcast department, and are planning a range of new series over the next few years. We love being their podcast production partners.
Audible Audio Shows
We've been working with Audible on several shows - hold tight, they're on their way, we promise! And in January 2016 we sent comedian and travel journalist Dom Joly on a winter break with one helluva twist.
“Dom Joly's Big American Vacation” is an 8 episode podcast available to download on Audible.co.uk. It follows the intrepid Dom, jet-setting around the US of A in search of the weird, the wacky, and the downright creepy. He's been wrestling alligators, taming bulls, and meeting a frozen dead guy up in the windy mountains of Colorado – we kid you not! Can't do that in Tenerife, now can you?
With microphones in both his ears, we recorded every second of his 3 week adventure – sneezes, snores, and the occasional naughty word, along with outrageous characters, wayward sat-navs, and some very uncomfortable situations.
It was perilous at times, Dom nearly lost an arm in the making (pesky alligators), and just about made it home in one piece. So, very soon, you'll be able to hear it all - wishing you’d been there in one instant, and super relieved you weren’t, in the next!