MXR steps up marketing plans for digital radio stations

MXR, the DAB digital radio consortium, is stepping up its marketing plans with a move towards promoting its digital brands as well as the medium. The move coincides with MXR extending its marketing remit to handle Capital Group’s Xfm and Capital Gold, UBC’s Classic Gold and Chrysalis Radio’s LBC.

The consortium, comprising Capital Radio Group, Chrysalis Radio, Guardian Media Group and UBC Digital, is finalising a marketing budget for the next two years which will include a media spend for each brand in MXR.

MXR marketing director Diane Wray says the consortium will continue to promote digital radio and that stepping up its focus on the choice available to digital listeners should benefit both the brands and the medium overall.

MXR will include the four new brands on its website and they will form part of its tactical Driving Digital Crew, which gives consumers the chance to sample the stations and see the hardware. It works in association with Ford and a number of electrical retailers.

The consortium has also appointed Manchester-based Clear Marketing to develop a pack of digital brand cards, which include details about each station and its positioning. The pack has been designed in response to retailer requests. It will be available in stores alongside the range of DAB radios, again to show the choice of stations available.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here