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Ideas and technique to help you promote and image radio

Capital XTRA wants curious listeners

With more safety risks per second than any other radio station promo spot you’ve seen this year, Capital XTRA believes the future belongs to the curious.

The 30 spot takes a bleak route through a landscape of neglect – all trip hazards, dodgy wiring and slimy concrete.

The journey is necessary to “find it first”, a point about music discovery but perhaps also an allegorical reference to finding the new radio station.

It’s all worth it – there’s a girl in the right colour hat there.