Posted by John on March 14th, 2010
What can a business do with its own online radio station? It can do a lot when your business has 1.9 million visitors in one month and has been going strong for 68 years. That’s the Houston Livestock Show and Rodeo, one of the largest events of it’s kind in the world. The Houston Rodeo came to Custom Channels with an idea for a year around, online radio channel for their high traffic web site. The channel could promote this year’s events during March and be there in the other 11 months to keep the rodeo connected to its fans.
What we helped develop was a one-of-a-kind branded channel called Rodeo Houston Radio. The HLSR is more than just cowboys and horses. It’s an entertainment spectacle with daily concerts, the richest pro rodeo, and family events that attract thousands of fans. Their single day attendance record is 135,000 people.
One of the draws during each of the 21 days is concerts with the biggest stars in music. So Rodeo Houston Radio would primarily be a music channel with a playlist that has huge variety but with one big qualification: all singers, bands and musicians had to have appeared at the Houston Rodeo sometime in the last 68 years. Wow – that opens it up.
Listeners hear Elvis Presley and Rascal Flatts, KC & the Sunshine Band, Taylor Swift and ZZ Top. It’s the soundtrack for the brand with 350 performers that keep the playlist interesting. Every 15 minutes there’s a song from one of this year’s performers, such as Kenny Chesney, Black Eyed Peas, Keith Urban, Mary J. Blige or Lady Antebellum, to promote the 2010 lineup and ticket sales.
In addition to music, Rodeo Houston Radio is used to promote upcoming events during the 21 day extravaganza. There are commercials for ticket sales, info on concert performances, rodeo performances, daily rodeo news, details on the world championship Bar-B-Que contest, and flashbacks to previous year’s highlights. It’s all surrounded with audio imaging that’s superior to most FM radio stations.
In the future there will be opportunities to incorporate sponsors, conversations with pro rodeo competitors, fan comments and more stories from the rich history of the HLSR.
For the millions of fans worldwide of the Houston Rodeo, the brand doesn’t have to fade away when the last bull is ridden. Rodeo Houston Radio is a way for the brand to stay connected with its fans year around. Rodeo Houston Radio can promote and pre-sell next year’s event as people listen online at work, in offices, in homes and on mobile devices everywhere.
Check out Rodeo Houston Radio, powered by Custom Channels, here.