MXR Expands Marketing Operation

Regional digital radio consortium MXR is increasing its marketing operation with the promotion of marketing executive, Lisa Capaldi, to the position of marketing manager.

Following the launch of the latest £99 DAB digital radio (see £99 “Kitchen” Digital Radio To Go On Sale), Capaldi will work to an increased marketing brief and will oversee the promotion of the medium to consumers. MXR is also recruiting a marketing and press assistant to increase regional promotion and press activity.

Diana Wray, MXR’s marketing director, said: “With such an exciting selection of new sub-£100 DAB products now available to UK consumers, it is important that we continually increase our marketing activity and the recent changes will undoubtedly bolster our pioneering approach.”

MXR is also launching an airtime and promotion campaign for the company responsible for producing the first DAB digital radio PC card. Running across MXR’s partner stations throughout August and September, the campaign will highlight the benefits of the new technology, which enables listeners to record and playback radio shows on their PC. Activity includes live-reads, on-air commercials and regional listener competitions.

In June MXR partnered with Ford to launch a marketing initiative to drive the uptake of DAB digital radio in the UK. The deal saw a permanent fleet of four branded promotional vehicles roll out in each of MXR’s transmission regions, promoting the medium in the South West and Wales, the West Midlands, the North East and the North West (see MXR Partners With Ford To Drive Digital Radio Uptake).

MXR: www.mxrdigital.co.uk

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