ATL — Above the Line
Mass-media campaigns that build brand awareness — public relations, branding, radio, newspapers, billboards and TV commercials.
Overview
Above-the-line (ATL) advertising reaches large audiences through mass media. It is how brands build awareness and shape how the public sees them.
Onset plans and manages ATL work across public relations, branding, radio, newspapers, billboards and TV commercials — and can run it alongside our below-the-line activations so the message on air matches the message in the market.
What’s included
Public Relations
Managing how your organisation is seen by the media and the public — press releases, media engagement and coverage around launches and announcements.
Branding
Developing and applying a consistent brand look and message across campaigns, materials and channels.
Radio
Radio advertising and sponsored content planned for the stations and time slots your audience listens to.
Newspapers
Print advertising and advertorials placed in the publications that reach your audience.
Billboards
Outdoor advertising on billboards in high-visibility locations.
TV Commercials (TVC)
Television commercials, from concept and production through to placement.
How we work
- Step 1
Brief
We start with your objectives, audience, regions, dates and budget, and agree what success looks like.
- Step 2
Concept
We develop the idea, the plan and the costing for your review and sign-off.
- Step 3
Production
Creative, sets, materials, equipment and people are prepared and checked before anything goes live.
- Step 4
Execution
Our team delivers on the ground, on stage or on air — in Dar es Salaam, across the regions or in Zanzibar.
- Step 5
Report
You receive a wrap-up of what was delivered, with photos and the details you need for your records.
Event photography
ATL: questions
What does ATL cover at Onset?
Public relations, branding, radio, newspapers, billboards and TV commercials (TVC).
What is the difference between ATL and BTL?
ATL uses mass media — TV, radio, print and outdoor — to reach a wide audience. BTL is direct and targeted: activations, events, roadshows, promotions and field sales. Onset offers both.
Can you run an ATL campaign together with activations?
Yes. ATL and BTL are both Onset divisions, so one team can plan the mass-media campaign and the on-the-ground activations around the same message.
Do you produce the creative as well?
Our Visual Communication & Branding division produces still graphics, audio, motion pictures and videography, which covers the creative that ATL channels need.
Do you work outside Dar es Salaam?
Yes. Onset Group started in Arusha, moved its headquarters to Dar es Salaam in 2015 and now works nationwide — Zanzibar included.
How do I get a quote?
Send us a brief through the quote form, call +255 767 266 018 or +255 655 198 600, or email info@onsetgroup.co.tz. Tell us the objective, dates, regions and budget range, and we will come back with a plan and a costing.
Related services
- BTL — Below the LineDirect, on-the-ground marketing that puts brands in front of customers — activations, roadshows, promotions, field sales and outlet branding.
- Visual Communication & BrandingStill graphics, audio production, motion pictures and videography that give campaigns and events their look and sound.
- Digital Communication & Media/PRMedia & PR and digital communication that keep a brand’s story consistent across press, broadcast and online channels.
Let’s talk about your ATL brief.
Tell us the date, the region and the audience — we’ll come back with a plan and a quote.