Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

might incur to achieve such high levels of public exposure. They also create opportunities for low cost
research and feedback on the station, to help Itchy FM remain absolutely relevant to the county.
We would use different channels to reach different audiences.
IMD’s Media Channels in Cornwall
Itchy Cornwall – Insider’s Guide Book
The UK’s best-selling local entertainment guide book series, Itchy Guides are sold throughout 850
retail outlets across the UK as entertainment guides, reviewing pubs, clubs, restaurants, shopping and
other activities. The Itchy Cornwall Guide Book was produced during summer 2004, partially to raise
awareness of the bid and station brand through Itchy FM adverts. Itchy Cornwall Guides are sold
locally as a local’s or “insider’s” guide. Their honest tone appeals to young adults, and their national
retail presence as the only dedicated county guide ensures that Itchy Cornwall will be bought in
advance by many young people when planning their summer breaks. ItchyCornwall.co.uk, the
accompanying website is used in a similar way for leisure planning purposes.
University Media union poster sites (CUC)
The recently completed Combined Universities in Cornwall initiative links Falmouth College of Arts, one
of the leading specialist institutions in the country for courses in Media and Design, with the University
of Exeter. The CUC is expected to create 4,000 additional student places by 2010.
IMD Group’s ambient media subsidiary (Amberland Ltd) is the UK’s leading in-bar student poster
media company, with 115 university poster sites. Amberland has been invited to install its revolving
poster machines into two of the CUC venues (night club / bar). These sites are prominent, and the
framed, A1 backlit rotating poster-sites in the bars and nightclub will serve to reiterate Itchy FM’s
relevance to a fun, young audience. As the media owner of these sites, we would be able to vary copy
regularly to promote differing aspects of the schedule and particularly client sponsored station S&P.
The Student Planner - Branded Academic Diaries
Itchy FM will gain daily access to college students aged 16-19, via advertising, editorial, competitions
and / or feedback forms in The Student Planner college diaries. IMD Group publishes 250,000 of these
localised diaries across the UK, and in Cornwall specifically where we produce nearly 8,000 of these
under contract to Cornwall College, making us the largest supplier of Further Education college diaries.
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