CAMPAIGN-I: Chrysalis Radio signs Flytxt to run interactive campaign

Chrysalis Radio has signed a marketing deal with Flytxt to run an

interactive text messaging campaign for its listeners, the first of its

kind by one of the major radio stations.

The campaign, called "The Text Maniacs Club", has been launched with a

series of trailer radio ads on Yorkshire-based Galaxy 105. It encourages

people to join the club by sending a text message with their


As soon as the broadcaster acquires a substantial database, it will

start to interact with users by sending real-time quizzes.

The campaign will begin in Yorkshire before being rolled out across the

Galaxy network over the coming months.

Ian James, Chrysalis Radio's online sales director, said: "We chose to

use text messaging as it's a medium which lends itself to communicating

with our core listeners of 15- to 35-year-olds.

Initial response rates suggest to us that this is a great marketing tool

that will help us to build and maintain relationships with our listeners

and also position us at the forefront of the industry."

Lars Becker, the chief executive and co-founder of Flytxt, said: "This

is a significant win for us in the broadcast industry and it is the

first time a radio station has run a text message with this level of


Text messaging is as instant and as universal as radio, but allows a

more targeted communication. SMS will have a significant impact on the

radio of the future."