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Chrysalis Radio chooses Flytxt as exclusive wireless partner
Thursday, 20 February 2003

Flytxt has been enlisted to bring its' expertise from the interactive broadcast sector. Chrysalis Radio, one of the UK's leading radio groups, today announced a deal with Flytxt, the wireless marketing expert, to run its integrated digital loyalty marketing and advertiser-driven campaigns, involving both SMS and the web, across the group's Heart and Galaxy branded stations.

Flytxt has been enlisted to bring its' expertise from the interactive broadcast sector, to grow the existing SMS databases by 150% over the coming year. The deal will result in activity, kicking off in mid-February, as well as a plethora of activities planned for the next year.

Since launching the 'Heart Texters' club in November 2002, the SMS database spanning London's Heart 106.2 and 100.7 Heart FM in the West Midlands now exceeds 11,000 registered users. The Galaxy Network 'Text Maniac' database has registered over 33,000 listener mobile numbers. Chrysalis Radio, together with Flytxt, aims to grow these databases via loyalty building and viral promotions, whilst ramping-up the wireless marketing activity. Galaxy has four recruitment campaigns over the next eight months. For example:

  • Galaxy 105 listeners get the chance to win a holiday every day over the coming month. By texting a keyword to a five-digit number, listeners receive a unique code and an invitation to subscribe to the 'Text Maniacs Club'. Each day during the show, a unique code is announced on air and the lucky listener who has this code instantly wins a holiday!
  • Heart's txtrs can win great offers over the next months, for example. tickets for Cirque Du Soleil Saltimbanco or a Chrysalis CD on Valentines Day. Valuable demographic data is also collected through these fun and easy interactions, providing Heart with deeper understanding of their listeners.

    Research to date has shown that the 'Heart Texters' SMS activity has solicited an exceptional response rate exceeding 35%. At the same time, the Galaxy 'Text Maniacs' club recorded over 60 SMS advertiser-lead campaigns over the past 12 months.

    Since its launch in 2001, Chrysalis Radio Interactive has proven that wireless communication has become an effective marketing and revenue-generating tool, resulting in an increased focus on its marketing efforts in this medium. Flytxt, a relative veteran in the interactive broadcast space, brings to Chrysalis over two years of experience and expertise at designing and implementing wireless loyalty marketing programmes.

    Ian James, Interactive Director at Chrysalis Radio, commented: "The wireless medium is a highly effective and cost-efficient way of building loyalty and maintaining relationships amongst our core listeners, 15-35 year olds. Our relationships with our listeners position us at the forefront of the industry."

    Lars Becker, CEO and co-founder of Flytxt, said: "We are extremely pleased to have been chosen by Chrysalis as their partner for both the Heart and Galaxy radio brands, and we are joining them at an exciting stage in the development of their wireless marketing plans. We aim to help them use the medium to its full potential, capitalising on our experience and expertise in this sector"

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