Bauer Media Audio is marking World Radio Day with an industry-wide campaign.
The broadcaster has joined European radio and audio operators to launch Connected Journeys, a campaign celebrating the unique joy of listening to the 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 broad group of broadcasters.
Across Europe, the message will be broadcast on all 104 Bauer Media radio stations across nine different countries, as well on the the entire NRJ network in France and 22 other leading broadcasters across Europe, including RTL and Regiocast.
In Poland, the campaign will 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.
“Radio remains Europe’s most trusted medium and a constant companion for drivers, delivering trusted news, culture and connection on the move,” said a Bauer Media Audio statement. “As cars become increasingly connected and in-car entertainment more complex, Connected Journeys highlights radio’s enduring value and encourages listeners to prioritise simple, seamless access to in-car radio when choosing their next vehicle.”
The new in-car campaign signals a transition from strategic discussion to collective action across the industry.
As in-car entertainment technology offers more choice, but with increasing complexity, we're reminding listeners that their in-car radio should remain just a simple click away
Tobias Nielsen
Tobias Nielsen, senior vice president digital, Bauer Media Audio, said: “We’re incredibly proud to spearhead Connected Journeys and its demonstration of industry unity. Leading radio stations right across Europe are acting together to champion listeners’ experience and expectations in the connected car and ensure that radio remains at the heart of the journey.
“Radio is our valued companion as we drive and our trusted source of information on the go. The ‘Connected Journeys’ campaign reminds audiences of their lifelong relationship with the radios in their cars. From holidays to school runs, quick journeys to treasured road trip memories, radio is the immediate choice for so many drivers.”
He added: “As in-car entertainment technology offers more choice, but with increasing complexity, we're reminding listeners that their in-car radio should remain just a simple click away.”
Many of the broadcasters supporting the Connected Journeys Campaign are members of the cross-industry Radio Ready For Connected Cars alongside Bauer Media Group. The initiative is working to secure the future of in-car radio.
As automotive technology provides increasing options for listeners in connected vehicles, the Radio campaign focuses on three clear objectives – radio should remain prominent and accessible, easily discoverable and reliably controlled by voice assistants.
Co-chaired by Bauer Media Group and Swedish Radio, the initiative fosters improved collaboration between the broadcast and automotive sectors to ensure that radio’s emotional connection and reliable service are preserved in connected vehicles that are in development.
Members and partners include the BBC, NRJ, RTL, Radio France, ARD, DR, Association of European Radios (AER), European Broadcasting Union (EBU), Radioplayer, Commercial Radio Australia (CRA) and Radiocentre, among others.
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