Broadcaster-backed Radioplayer launches first B2B campaign

Charlie Spargo's picture
by Charlie Spargo

Radioplayer, the not-for-profit platform created in a unique partnership between the BBC and commercial stations, has launched its first-ever B2B campaign in the UK - aiming to promote radio in cars.

The integrated campaign is intended to reach people in a range of ways. Radioplayer is running radio ads across hundreds of stations - specially produced by Radioville - and running full-page print ads to reach readers of key trade magazines including Autocar, Car & Accessory Trader, Automotive Management and IMI Magazine. There are targeted digital and social ads on The Guardian and LinkedIn, as well as OOH on billboards around the locations of big car manufacturers.

It features the tagline ‘Driving Radio Into The Future’, positioning Radioplayer at the centre of drivers' entertainment. The platform has been working on behalf of stations to develop next-generation interfaces for playing radio directly from the dashboard.

Working together with car manufacturers and their tech suppliers, Radioplayer helps make radio convenient and prominent for drivers. The platform offers access to 500 UK radio stations alone.

Radioplayer operates in the UK, Germany, Spain, Canada, Ireland, Austria, Norway, Belgium, Switzerland, Denmark, and Italy, with sights set on further international expansion.

Michael Hill, MD of Radioplayer, said: “Radio is central to people’s lives, particularly during times of national crisis. It gives people news, advice, entertainment, and a human connection - which is why we’ve seen Radioplayer listener numbers jump by 50% between February and March.

"Radio has always been strong in the car, where people need a simple ‘entertain me’ button, to help them keep their eyes on the road. At Radioplayer we work with car manufacturers to keep Radio central to the dashboard, simple to use, and sophisticated enough to deliver a rich digital experience.”