Capital Sticks With Flytxt To Boost Popular Brands
Capital Radio Group has announced plans to step up its mobile marketing strategy across its range of brands after deciding to extend its existing deal with mobile technology specialists Flytxt.
The new agreement will see Flytxt oversee a new phase of mobile activity across the commercial radio group’s Capital FM and Capital Gold Networks, as well as the popular Xfm, Choice FM and Century FM Network brands.
The contract will also involve integrated mobile strategy across Capital’s sales, marketing and programming departments with the key objective being to grow existing mobile databases, increase listener loyalty and to create richer interactivity between stations and listeners.
Commenting on the deal, Tom Laidlaw, head of mobile and interactive for Capital Radio, said: “Flytxt are widely regarded as the best in the business for providing mobile technology and expertise to media organisations. Our focus is to seamlessly integrate programming, marketing and commercial mobile activity through a single platform and database and this is what we will now achieve.”
Dave Barker, commercial director at Flytxt, added: “We are thrilled to have won Capital as a client. Not only does this reaffirm our leading position as the technology provider and mobile specialist for the media industry, but it underlines the fact that our campaign management platform is the product of choice for major brands using mobile.”
Capital recently created two senior positions to handle the marketing for its regional FM network outside of London and develop its portfolio of Xfm, Choice FM and Capital Gold brands, a move from which the latest deals with Flytxt are a direct extension (see Capital Creates Two New Senior Marketing Roles).
Capital has been restructuring its marketing team since the departure of Capital FM Network managing director, Andrea Vidler, last summer. She was replaced by veteran programming executive Keith Pringle and group operations director, Paul Davies, who took charge of the network’s flagship 95.8 FM station.
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
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