Launching our podcast - Show on the Road
Auto Trader’s first ever consumer-facing podcast
Today Auto Trader launches its first ever consumer-facing podcast series. Show on the Road takes the traditional celebrity podcast out of the studio and into a car for a road trip like no other.
Join us and host, Alex Legouix, as we buckle up with celebrity guests and follow a route unique to their story. Placed in one of the most intimate settings, the passenger seat, our guests reveal the places and experiences that have brought them to where they are today.
The podcast series also further builds on our Britain’s Biggest Matchmaker platform and has created a channel through which we can reach new and wider audiences.
Series 1 Passengers
Our guests for series one span various lifestyle interests, from reality TV to sports, cooking, and even train-spotting(!), guaranteeing a diverse audience, many of whom don’t typically engage with Auto Trader. As Britain's Biggest Matchmaker, we have matched each guest to a car most suited to them and their stories.
Why we're launching a Podcast
We’ve launched the podcast to help further humanise our brand and bring people closer to the Auto Trader values that we all know and love.
For those interested in the science behind it - our brains absorb information from long form audio differently to how they absorb it from short form or visual content. Podcasts complement the brain’s natural daily rituals and can even build new ones. They also create a slower release of long-lasting neurochemicals than short-form content, creating stronger emotional and physical responses. These are some of the reasons why we hope it’ll be a great accompaniment to our already strong and varied channel and marketing mix.
Promoting the Podcast
Show on the Road will be promoted with an extensive integrated campaign, including radio ads, host-reads on other well-known podcasts, digital media and Auto Trader’s owned channels across organic social, email, YouTube and onsite.
We've created a page on AutoTrader.co.uk sharing all the details of the podcast with consumers and they can also watch trailers plus read information on the vehicles featured in each episode.
