The Loop is reviving its (much) earlier rep for outrageous (but effective) promotion with a Chicago area search for the $50,000 Loop Rock Girl spokesmodel.
The $50,000 is the salary the lucky lass will earn in her job as the public face of the classic rock station (WLUP.FM 97.6).
The winner, to be announced April 30, will “talk the talk and walk the walk of the rock lifestyle in Chicago,” said Tommy King, The Loop’s marketing director and mastermind of Rock Girl promotion. Meaning: She will represent the station in all advertising, promotion and events.
Two spots so far have promoted the search and a third spot in early May will announce the winner. Total budget for three spots is around $40,000.
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| Comcast’s producer/director Hunter Andre. |
The spots, shot in 24P, were produced and directed by Hunter Andre of Comcast Spotlight’s marketing department. They air on local Comcast outlets MTV, VH1, Spike TV, Comedy Channel, ABC Family and TBS.
In addition to the spots, Andre will use the footage to create a five-to-seven minute “behind-the-scenes” featurette for Comcast’s newly-introduced video-on-demand service.
The spokesmodel search was launched in March with the announcement of three public casting calls (at Gurnee Mills, Hard Rock Caf? and a Chicago Ridge shopping mall). About 200 applicants turned up at each location.
The field will be narrowed first to 64 and then to 16 finalists. Based on contestants’ on-air testimonials, listeners will vote for their favorites via the station’s Web site, www.wlup.com.
From the 16, the winner will be chosen April 30 at festivities most likely to be held at a club venue.
“The winner will be more than a pretty face,” said Andre. “This is a job, so the woman has to be smart, articulate and personable because she’ll be talking to people. She should have a good radio quality voice as she’ll on the air, too.”
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AN ICON REVIVAL or homage to a past success is what Tommy King and the station is hoping Rock Girl will achieve. Back in the late ?70s, before the station went through several transformations, blond, buxom Lorelei as its rock girl of the period appealed to largely male listeners. She starred in commercials and was more in demand at events than the DJs at the time. “By creating this new position,” said Tommy King, “we’ve also created an opportunity to revive an image that the Loop has been known for.” |
Andre hired filmmaker and Columbia College instructor Scott Erlinder as DP on the first spot, shot in the Le Passage alley on Rush St. Patrick Charles, a Comcast staffer, shot the second spot at the Hard Rock Caf? and will shoot the third.
Dean George, a friend of Andre who works fulltime at Filmworkers Club, edited and designed the motion graphics.
Comcast’s VP/programming Mike Stern and sales director Marv Nyberg also had instrumental roles in the promotion.
Comcast Spotlight is located at 444 N. Michigan; phone 312/327-5538.
