Chrysalis Radio is launching its first cross-station promotion with a campaign to promote London talk station LBC 97.3 on sister station, Heart 106.2.
The campaign will break on Heart on February 26 and will also include press and online work. Ads will be voiced by actor Andrew Lincoln and will feature Heart presenters asking the sort of questions that start “entertaining conversations” on LBC.
The radio group says it recognises that listeners are becoming more selective about what they listen to and DAB radios have made it easier to switch between stations. LBC managing director David Lloyd says: “There is already a crossover between audiences of the two brands. We are confident that this campaign will build LBC awareness and provide another option for Heart listeners when they are in the mood for more conversation.”
According to the Rajar figures the last quarter of 2006, Heart is the number one station in London with a 7.1% share of the market.