MXR Partners With Ford To Drive Digital Radio Uptake

Digital radio consortium MXR has partnered with Ford to launch a marketing initiative to drive the uptake of DAB digital radio in the UK.

The deal will see a permanent fleet of four branded promotional vehicles roll out in each of MXR’s transmission regions. The vehicles will be fitted with the latest DAB digital radios and will promote the medium in the South West and Wales, the West Midlands, the North East and the North West.

The campaign is intended to encourage consumers to sample and interact with MXR’s regional DAB services, whilst emphasising the choice, improved sound quality and ease of use associated with digital radio.

Commenting on the initiative, MXR’s marketing executive, Lisa Capaldi, said: “We are delighted to further extend our regional presence, bringing our range of services to the public. Taking these vehicles to a wide variety of events will enable our ground crew to demonstrate the advantages of DAB digital radio on a one to one basis.”

Recently released research from MXR suggests that listeners prefer DAB Digital radio to traditional analogue radio, with the increased choice of stations and superior sound quality being viewed as the most impressive factors (see Research Shows Digital Radio Is The Preferred Choice).

MXR: www.mxrdigital.co.uk

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