ECR says that, over time, it has become renowned for bringing the KwaZulu-Natal community together and inspiring a sense of belonging and happiness among its people.

The brand campaign 'Here with You' aims to celebrate all the ways in which ECR has supported, entertained, connected and rewarded the KwaZulu-Natal communities and aims to create greater brand affinity between listeners and the radio station.

ECR's managing director Boni Mchunu says, "We are more than a radio station. We are a KwaZulu-Natal brand that connects, where we celebrate and where we share. Whether it's music or family moments, we are the brand that creates memorable moments that evoke emotions for all."

Mchunu adds that the new brand campaign will resonate with a broad and diverse demographic of listeners and further the station's business objectives of growing listenership across the KwaZulu-Natal region.

ECR says that it has been a constant support to the KwaZulu-Natal communities over the past 27 years — especially during the last three, when the province has experienced incredible highs and lows.

The ECR team collaborated closely with the Durban-based creative agency The Hardy Boys to develop a new positioning for the brand, which includes an evolved visual identity.

The new visual identity incorporates abstract versions of ECR's iconic doppler logo, along with visuals that capture:
  • the authentic moments in the lives of KwaZulu-Natal people
  • the beauty of their province, and
  • their resilient and optimistic spirit.

Over the next few weeks, ECR will amplify the campaign to promote 'Here with You' across radio, digital, and Out-of-Home spaces, reminding listeners of the many ways ECR is present in their daily lives.

"We want our audience to feel like this is their campaign, that their voice is being heard, and that all our activities resonate and create an emotional connection with the brand. We want KwaZulu-Natal people to feel proud of what we are doing because we are doing it for them," says Mchunu.

As part of the campaign, ECR has partnered with several KwaZulu-Natal artists to create a series of custom murals (street art) in well-known locations chosen by the station's listeners around the province, starting in Hillcrest. The murals will showcase the unique style of each artist and celebrate their connection to the area and its community.

Renowned Durban artist Wesley van Eeden also known as Resoborg is putting the final touches on the mural outside Hillcrest Primary School this week.

According to the station, the mural is filled with KwaZulu-Natal-inspired imagery, and the learners at the school were invited to take part and help Resoborg with the final touches of his artwork.

Resoborg concludes that he created a piece that pays tribute to the family-focused culture of the area, which is made more poignant by the fact that his own children attend the school.

Individuals can watch the new ECR brand campaign video here. 

For more information, visit www.ecr.co.za. You can also follow East Coast Radio on Facebook, Twitter or on Instagram.