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Emap owned 96.3 Radio Aire were looking for an innovative approach to targeting commuters for a joint campaign with FirstGroup (Britain's largest bus operator).

'Try The Bus' iKyp radios were handed out to workers in Leeds city centre to accompany them on their journeys home. Pre-tuned to 96.3, they provided Aire Radio with a captive listening audience. The iKyp's wheels and pull out inserts also contained information and promotions from FirstGroup and Radio Aire which could be explored while the commuter listened.

The success of the iKyp resulted in a follow up campaign from Aire Radio and FirstGroup targeting students.

"We had one of our best ever redemption rates. Everybody loved the iKyps and combining a radio into a high impact mailer not only created cut through but also strengthened our radio campaign."

Marketing Manager
FirstGroup