MXR Teams With Pure Digital To Promote New Multiplex
The MXR consortium has formed a major tactical marketing partnership with Pure Digital to coincide with the launch of its fifth digital radio multiplex in Yorkshire at the end of this month.
The partnership will see two of the region’s leading radio brands, Galaxy and Real Radio, give-away thousands of pounds worth of DAB digital radio hardware each day throughout July. The promotion will utilise live-reads and on-air competitions giving listeners the chance to win a range of Pure pocket digital radios and a digital tuners.
MXR’s fleet of Galaxy branded cars will also visit major locations and audio retailers giving free digital radio demonstrations and offering consumers the chance to win £500 cash. Both Galaxy and Real Radio will reveal the locations live on air throughout July.
The initial activity will be supported by a below-the-line campaign including the distribution of 10,000 MXR mini-guides to DAB digital radio. These will give consumers in the region information on the new digital radio stations available on the multiplex and will direct them to MXR’s new website, www.getdabdigitalradio.com.
Commenting on the initiative, MXR’s marketing director, Diane Wray, said: “We are delighted to be working with Pure to celebrate the launch of our fifth multiplex in Yorkshire. With so much innovation in the DAB hardware market, levels of consumer interest have never been higher and we hope our variety of marketing initiatives will further drive the uptake of DAB digital radio in this key broadcast region.”
Earlier this year the Now Digital East Midlands consortium, comprising Capital Radio, Chrysalis, GWR and Sabras Sound, announced its intention to apply for the DAB digital radio multiplex in Nottingham. It is anticipated that the Radio Authority will award the licence in Summer 2003 and if successful, Now Digital East Midlands will launch in Spring 2004 (see Now Digital Applies For DAB Multiplex In Nottingham).
MXR: ww.getdabdigitalradio.com
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