Driving Radioplayer’s Automotive Partnerships
We have launched our first ever business-facing ad campaign, showcasing Radioplayer as a partner for car manufacturers looking to build a world-class radio experience. Initially in the UK, the campaign is running across hundreds of radio stations (of course), as well as full-page print ads in key trade magazines, digital and social executions, and some tactical billboard ads. This is a big statement of intent for Radioplayer and our new tagline “In the car, in the home, in the future” recognises that our apps, web players and device integrations remain important, but that automotive becomes one of our top priorities. The timing is also relevant given the current global situation.
Of course, we started planning the campaign long before the coronavirus pandemic took hold, and both radio and automotive businesses have been hit hard. But in these difficult times the power and importance of radio as a source of news, advice, entertainment and companionship has never been more evident, and at Radioplayer we’ve seen huge increases in listener numbers in all our markets - some as big as +50%. This helps to demonstrate to our automotive partners how powerful radio can be, as they design the connected car dashboards of the future. For both day-to-day life, and times of international crisis, they will want to keep a great radio experience in their cars.
This is where Radioplayer can help. Our partnership model – a broadcaster-owned, non-profit organisation offering official metadata, interface design consultancy, and technology development support – offers a high-value, low-risk option for automotive partners in these extremely difficult economic conditions. Radioplayer has always been a unique organisation, and this campaign shows our commitment to automotive, with the accent in the campaign very much on the future.
This campaign is the start of a big year for our in-car partnership work, and it helps to reinforce the message to our partners that we’re committed to collaborating with them to create a world-class radio experience in their cars.