Triple M launches new DAB+ station with Mitsubishi Triton and XXXX

Triple M has launched a DAB+ station, Triple M Tradie Radio, with Mitsubishi Triton and XXXX beer signing on as foundation partners.

The announcement:

Dedicated to the men and women who get the job done, Triple M Tradie Radio is radio made for tradies, providing the motivation soundtrack for onsite and on the job.

Available on DAB+ and LiSTNR, Tradie Radio dishes out non-stop anthems, playing the bangers listeners know and love from the ‘90s and 2000s. Grunge from Nirvana and Pearl Jam, Brit-pop from Oasis and Blur, alternative rock hits from the Green Day and the Offspring, Aussie rock anthems from AC/DC to Wolfmother, plus all the cooler hits from the Hot 100’s of the 90s and Noughties like Fatboy Slim and the Chemical Brothers. All mixed up like ingredients in a concrete mixer!

Mitsubishi Triton is Tradie Radio’s naming rights partner with XXXX also signing on as a key station partner.

“There was a clear opportunity to cater to Australia’s vast building industry, providing a ‘radio home’ for tradespeople working on site, the advertisers in this sector, and brands that want cut-through and a share of voice in it. In designing Triple M Tradie Radio, we have created a one-stop shop for connection and entertainment. Triple M is already a much-loved brand in Australia, and this brand extension allows us to further deliver a bespoke offering across DAB+ radio and the LiSTNR app,” SCA head of client services and partnerships, Trevor Crook, said.

“Advertiser interest in Tradie Radio has been overwhelming, with Mitsubishi and XXXX moving very quickly to secure foundation partner positions. Both will receive category exclusivity within content and great cut through with a high volume of meaningful impacts, including informative and entertaining 60 second branded content executions.”

Mitsubishi CEO, Shaun Westcott, said: “The Mitsubishi Triton has played a major role in helping tradies on and off site for over 40 years. Partnering with Triple M’s Tradie Radio is another way we help make a tradie’s job easier. We carry the heavy loads, get you across any terrain and now help bring the right tunes to your work site.”

Chris Allan, head of marketing, Core Beer, said: “We’re delighted to be partnering with Triple M Tradie Radio and look forward to being the exclusive Afternoon/Drive launch partner. Tradies remain a key growth audience for XXXX and are an audience who are increasingly difficult to target, so having access to them in a curated space with content shaped for their specific wants and needs is a real win.”

SCA head of music, Mickey Maher, said: “Tradie Radio has a tool bag filled with only the best artists and tunes you would want to hear on any job site. Spanning across the ‘90s and 2000s we’re confident this is the soundtrack for tradies across the country.”

Triple M Tradie Radio is available now and is broadcast on DAB+ in Sydney, Melbourne, Brisbane, Adelaide, Perth and the Gold Coast and on the LiSTNR app nationally.

Souce: SCA