Comcast's Xfinity Named 2018 Radio Marketer of the Year
| RADIO ONLINE | Wednesday, April 18, 2018 |
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 Radio Mercury Awards |
Comcast's Xfinity brand has been selected to receive the 2018 Radio Mercury Awards "Radio Marketer of the Year" Award in recognition of the programs the company has implemented to support its suite of video, broadband, mobile, phone and home security products and services that leverage the best of radio. Xfinity is a 52-week advertiser in local radio and leverages air personality relationships to garner results.
RAB says brand efforts activated during the past year consistently demonstrate how the brand uses radio's multi-platform capabilities. Just a few examples include:
- Martin Luther King Jr. Day - The #KeepMarching campaign served as both a consumer experience and a community platform that celebrated the legacy of Martin Luther King Jr. Painted by a Philadelphia-native artists, a total of nine sculptures were created, each inspired by words of wisdom from the leader himself. The campaign was supported across multiple media platforms, but radio presence was strongly supported in key Comcast markets such as Philadelphia, Atlanta, Houston, and Detroit.
- Internet Essentials - WURD-FM Radio, in conjunction with the Free Library of Philadelphia, launched the Summer Library Tour, which encouraged students and families of Philadelphia to turn to their local library for a range of free activities during the summer months. In partnership with Comcast Internet Essentials, the tour included on-site broadcasting live from sixteen library locations throughout the Philadelphia area.
- Xfinity Mobile - Xfinity Mobile partnered with iHeartRadio stations to execute their "Gigs" launch events across four priority markets (Philly, Chicago, Boston, Denver). Local stations hosted Xfinity Mobile's radio remotes that included a four-hour station appearance at Xfinity Stores, with live concerts and sweepstakes entry.
- Sports Marketing - Comcast partners with Katz Radio's Sports Marketing division to activate contextual placement within select MLB, NFL, NBA, NHL and college sports broadcasts. By way of example, the Xfinity and WSCR Cubs Radio Network provides fans with play-by-play broadcast coverage, ticket giveaways, the Xfinity high speed pitch of the game and more.
"Xfinity and their agencies, Spark Foundry and Goodby Silverstein & Partners, have been and continue to be tremendous partners to the radio industry," noted RAB President/CEO Erica Farber, who is also chair of the Radio Creative Fund. "Broadcast radio is proud to collaborate with them as they have truly unlocked the power of audio to drive results, and we welcome their continued innovative thinking and execution."
Hubbard Radio President/COO Drew Horowitz will present the Marketer of the Year award on behalf of the radio industry to Comcast at the 2018 Radio Mercury Awards on May 31 at The Cutting Room in New York.
