With World Radio Day upon us, Bauer Media is highlighting its participation in a new campaign called Connected Journeys that celebrates “the unique joy of listening to radio in the car.”
“At the heart of the campaign is a coordinated on-air message, supported by social media activity, broadcast in unison by a diverse, broad and highly trusted group of broadcasters at a scale never seen before,” the big media group said in a release.
“The message will broadcast on all 104 Bauer Media radio stations across nine different countries; the entire NRJ network in France and elsewhere; alongside 22 other leading broadcasters across Europe, including RTL and Regiocast,” it said.
“Some countries will see extraordinary market takeovers. Poland, for example will see the campaign run across every major radio station in the country reaching 78% of the population. With 24 broadcasters from 15 countries bringing the event to life, the campaign will run across radio stations that reach 180 million listeners every week, making it one of the most unique and impactful collective efforts in the history of European radio.”
The campaign emphasizes that radio “remains Europe’s most trusted medium” and that as in-car entertainment becomes more complex, radio has enduring value. It encourages listeners to prioritize simple access to radio when choosing a vehicle.
Bauer Media Group and Swedish Radio co-chair a broader initiative called Radio Ready for Connected Cars. It focuses on keeping radio in new cars prominent, accessible, easily discoverable and controllable by voice assistants. Many of the participants in Connected Journeys are involved in that as well.
