Absolute Radio sets sights on roadside listeners

Absolute Radio is targeting new listeners through key digital outdoor sites across London and in the South-East, as it looks to build awareness around its roster of DJs.

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The digital outdoor ads, which launch on February 13, introduce the tagline “Positioning for your curiosity’ and will use live RSS feeds to indicate to listeners the artist that is currently playing on Absolute Radio.

Clare Baker, Absolute Radio’s marketing director says the digital outdoor promotions are to specially targeting roadside and in-car audience, “by tempting them to trial the station immediately.”

She adds: “The ‘Now Playing’ feature is designed to demonstrate the stations core music proposition and is in line with our dynamic digital credentials.”

It is an extension of the station’s marketing campaign, ‘Faces for Radio’, which launched in 2010 and features breakfast DJs Christian O’Connell, Frank Skinner, as well as Rock ‘N’ Roll Football host, Ian Wright.

The latest phase of the campaign, which the station claims is its largest ever investment since it launched, encompasses print media as well on mobile devices via the ‘Absolute Radio Mobile App Network’ from tomorrow (February 1).

Creative agency, Albion, developed campaign’s ad strategy while outdoor activity was produced in conjunction with JCDecaux and Clear Channel.

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