Chrysalis launches first cross-station promotion

Chrysalis Radio’s Heart 106.2 FM is to launch a campaign for sister-station, LBC 97.3 FM, in the first ever cross-promotion within the company.

The creative for the radio campaign, tailed by actor Andrew Lincoln, will include presenters asking the sort of questions which generate debate on LBC's talk radio format.

The on-air campaign on Heart launches on Monday February 26, and will be supported by press and viral activity.

David Lloyd, managing director of LBC said: “There is already crossover between audiences of the two brands, given our entertainment credentials. We are confident that this LBC 97.3 FM campaign on Heart - London's top radio station - will build LBC awareness and provide another option for Heart listeners when they are in the mood for more conversation.”

In the Rajar audience figures for Q4 2006, Heart 106.2 saw its total hours increase by 15.3% year-on-year, taking its market share in London to 7.1%. Its total weekly reach in the capital also grew to 5.1% year-on-year to hit 1.853 million.

LBC 97.3 saw a 28.9% year-on-year increase in total listening, achieving 7.1 million hours.