MXR Expands Marketing Remit To Focus On Brands
MXR, the digital radio consortium, is expanding its marketing remit to cover Xfm, Capital Gold, UBC Classic Gold and Chrysalis Radio’s LBC as part of a move to promote its entire range of radio brands.
The DAB digital radio consortium, which comprises Capital Radio Group, Chrysalis Radio, Guardian Media Group and UBC Digital, is extending its marketing budget for the next two years to include media spend for each of its brands, as well as for promoting the medium as a whole.
MXR will include the four new brands on its website www.getDABdigitalradio.com and they will also form part of its Driving Digital Crew, which gives consumers the opportunity to sample digital radio stations and DAB digital hardware.
The consortium will also produce a series of specially printed guides providing information about each station and its positioning. The guides will be available in stores alongside the growing range of DAB digital radios.
Commenting on the move, Diane Wray, MXR’s marketing director, said: “With such a multitude of products being delivered this year from major manufacturers, a confident retail market and the massive increase in digital listeners, 2004 is the ideal time to step-up our radio brand marketing focus to help listeners increase their awareness and understanding of the new listening choices via the UK’s digital platforms.”
Simon Cole, chief executive, UBC Media Group, added: “Digital radio is creating a new breed of powerful national brands which will stand out in a multi-channel world yet can broadcast local content. As the largest regional and local multiplex operator, MXR is ideally placed to understand these services and has a proven track record in innovative marketing for digital radio.”
Recent research from the Digital Radio Development Bureau shows that digital radio sales increased by a staggering 229% year on year during the last twelve months. By the end of February 2004 the rapid growth of the medium had pushed penetration to 509,000 units (see Digital Radio Sales Hits Record Number In Last Year).
MXR: www.getdabdigitalradio.com
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