Chrysalis Radio Launches First Ever Cross-Station Promotion
Chrysalis Radio’s Heart 106.2 FM is to launch a campaign for its sister-station, LBC97.3 FM, marking the first ever cross-promotion of stations within the Chrysalis Group.
On 26 February 2007, Chrysalis will launch its cross-promotional strategy with a campaign for LBC 97.3 FM on Heart 106.2, supported by press and viral.
The creative for the radio campaign will include presenters asking the sort of questions intended to generate entertaining conversation.
Chrysalis says that its decision to encourage listeners to try another of their stations is a new approach. Cross-station promotion recognises that people are now more selective about what they listen to, dependent on their mood, and today’s radio sets, particularly the DAB sets, make locating stations easier.
Commenting on the cross-promotion, David Lloyd, managing director of LBC said: “There is already crossover between audiences of the two brands, given our entertainment credentials.
“We are confident that this LBC 97.3 FM campaign on Heart – London’s top radio station – will build LBC awareness and provide another option for Heart listeners when they are in the mood for more conversation.”
In the Rajar audience figures for Q4 2006, Heart 106.2 had the highest weekly reach, share of listening and hours per listener amongst the commercial FM stations in London (see Heart 106.2 FM Retains Top Spot In London).
Chrysalis: 020 7221 2213 www.chrysalis.com