AUTO TRADER’S SHOW ON THE ROAD RETURNS WITH SERIES TWO, SET TO DRIVE EVEN MORE CONSUMER ENGAGEMENT WITH NEW CELEBRITY GUESTS
Auto Trader’s hugely successful consumer facing podcast, Show on the Road, returns for its second series this week. The celebrity packed podcast marks another significant investment in marketing by Auto Trader, and forms part of its commitment to create greater brand engagement among consumers, and to drive even more car buyers to its retailer partners’ stock.
The nine-part series, hosted by celebrated host and Auto Trader presenter, Alex Legouix, takes celebrities out of the studio for a personalised road trip around the places that shaped them, visiting the locales that have defined their personal and professional lives. With many unexpected stories unearthed along the way, each episode offers a unique insight into the lives of the celebrities, away from the usual studio setting.
The guests for series two span multiple lifestyle interests, from social activism to musical performance, and even content creation, helping to secure a diverse consumer audience. As well as the co-host of the BBC’s The One Show Roman Kemp, who features in the first episode, celebrity passengers include physician and television personality Dr. Alex George; science focused content creator Big Manny; racing driver and now commentator, Billy Monger; presenter, Zara McDermott; musician, Olly Murs; author and podcast host, Giovanna Fletcher; content creator and disability activist Lucy Edwards; and influencers Caitlin Sheil and Leah Joseph.
Series two follows the massive success of the first series, which was listened to for over 1.9 million minutes (1,319 days) and achieved over 18 million impressions across the campaign. Building on its success, series two will help to attract new and wider consumer audiences to the Auto Trader platform which this year alone has recorded over 506.5 million visits, a 9% rise on the same period last year.
Show on the Road will be promoted through an extensive multi-channel campaign, including radio advertisements, host-reads on other well-known podcasts, digital media, and featured on public transport around Manchester, including tram wraps. What’s more, series two will also be available to view on video with a new dedicated Show on the Road YouTube channel which will host all episodes in full, which will be publicised with bespoke social activations for each talent.
It will also be promoted across Auto Trader’s owned channels and platforms, which include onsite, email, and organic social activity across YouTube, X, Facebook, Instagram, and TikTok, targeting its 2.3 million followers and subscribers.
Commenting on the new podcast, Auto Trader’s Consumer Marketing Director, Laura McNally, said: "Our ambition is to reach all UK car buyers to drive awareness of not just the Auto Trader brand, but of car ownership more broadly. We’re in the very privileged position of being able to continue our marketing investment, and work towards meeting that objective. We were thrilled by the success of the first series of Show on the Road, which marked an exciting chapter in our consumer marketing strategy and played an important role in driving even greater engagement with our platform. I have no doubt this second series will build on that success and will prove to make a real difference for our retailer partners."
Both series of Show on the Road can be listened to via Spotify or Apple, as well as Auto Trader’s bespoke landing page and dedicated YouTube channel, which includes trailers and information on the vehicles featured in each episode.
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