Primedia Outdoor launches Radio-to-Road synergy in Zambia

In continuous efforts to expand innovative product offerings in sub-Saharan Africa, Primedia Outdoor has announced Radio-to-Road initiative in Zambia, an integrated multi-channel solution that enables audio and visual channel synchronicity allowing clients to create high-impact campaigns.

To build memorable content that is appealing and engaging, Primedia Outdoor has partnered with the local Zambian commercial radio station, Hot FM, to bring ad campaigns to life. The number-one news and entertainment broadcaster has an average listenership of three million people who tune in every day covering mainly the centre of commerce, Lusaka and the Copperbelt province.

Coupled with Primedia Outdoor’s digital footprint of six LED screens in Lusaka and two in Kitwe, this audiovisual innovation enables clients to significantly leverage on brand storytelling and extend their ultimate reach. Dominic Nyirenda, sales manager of Hot FM, commented on this revolutionary partnership: “Hot FM is very honoured to join efforts with the largest outdoor advertiser in delivering advanced digital advertising solution for clients to create captivating campaigns. This collaboration will certainly transform the OOH media landscape in Zambia and other large parts of Africa going forward.”

Following the successful introduction of this unique radio and urban digital network blend in South Africa, Ameer Isaacs, GM of Primedia Outdoor – Zambia, said, “This is a first-to-market advertising solution in Zambia which promises to enhance the impact of marketer’s communication by delivering both audio and visual advert for the same campaign, at the same time. We have encompassed our LED screens with the leading commercial radio station in Zambia to enjoy the synergy of a complementary radio and OOH campaign at a preferential discount.”

In true essence, this partnership purely represents a landmark collaboration to extend branding opportunities and open up all sorts of interactive possibilities for progressive brands to leverage more effectively considering the cluttered advertising environment in Zambia. With high levels of reach, this exclusive offering creates a pathway of future-forward means of running successful campaigns in connecting with audiences from all walks of life.

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