“Passion is the key to success,” according to Jonathan Lowe, Senior Director of Marketing and Promotions for the Los Angeles Kings Hockey team, “and Los Angeles Radio has helped us generate passion about the Kings in the market-place.”

“Los Angeles is primarily an automobile commuter market, so Radio has traditionally played an important role in our media mix. What makes radio particularly valuable to us is the stations’ personalities who are passionate about hockey and fans of the Kings. In situations like this, we look to do creative promotions, events and custom radio spots with them. Their passion for the Kings translates over the air far better than your average :30 spot. Hopefully that genuine endorsement and excitement can generate interest for the Kings among the stations’ listeners.

We’ve started using stations’ online streaming capabilities, web sites and email databases. Some stations have even built custom micro-sites for us. Because our goal is to sell tickets, the geo-targeting these online elements provide is very important to reaching potential consumers. The focus on the new media capabilities of our radio partners has also opened new ways we can be creative with our promotions.

April 2009