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383 Project develops website for new Midlands station Free Radio

Newly formed Midlands station Free Radio has launched a content rich website, developed by 383 Project, with the aim of including local content for differing areas of the regions.

The station, which unified the brands of brmb, Beacon, Mercia and Wyvern, has tasked 383 with the creation of a site that meets the needs of the West Midlands area, while retaining the successful elements of each station.

As a result, the Birmingham agency has created a bespoke system which prompts its users to confirm their location when they arrive on the home page. This then will offer news, features and content based on the region in which the user is based, and also includes social features, including Facebook integration.

Andy Price, head of marketing & digital at Free Radio, explained: “We were keen for our new site to forge a deeper link between our on-air and on-line content. The ideas 383 came up with look set to do just that; from the additional content to the restructuring of the site so that presenter’s blog posts are displayed in a stream, which is a familiar concept to Facebook users. All of the ideas they have given us make the site a more engaging offering for consumers and we are excited to see consumer reaction to the new site over the coming weeks.”

Jacob Dutton, senior client partner at 383 Project, added: “The website of a Radio station, particularly a commercial station, is now critically important to its success. The site is where the majority of interaction occurs and provides a significant brand building opportunity for both the station and its advertising clients. However it is important not to let the advertising get in the way of the page content. This is what we focused on when developing the new site for Free Radio and we hope consumers will enjoy what we’ve come up with.”