Russian Media Group develops Radio Monte Carlo ecosystem

At the meeting of the BRIEF discussion group, Lyubov Malyarevskaya, CEO of the Russian Media Group, spoke about the Radio Monte Carlo case, which embodied the ecosystem project format, unique to the radio industry.

The meeting of the BRIEF discussion group was held on June 11 in Moscow. It took place within the framework of the Large Advertising Industry Association Forum (BRIEF). This is a unique platform for shaping the future of the advertising industry, bringing together professionals who are ready to change and move the industry forward.

Lyubov Malyarevskaya spoke about the formation of the Radio Monte Carlo ecosystem as a long-term development strategy for the station, which is already being successfully implemented. A new step in the development of Radio Monte Carlo was to go beyond the airwaves and transform the brand into a single ecosystem around the listener.

The brand's development strategy is based on the understanding that it is important for a person who is successful in a profession and has reached a certain income level to be involved in a community with similar values and tastes. It is for the formation of such a closed community that Radio Monte Carlo is actively developing a line of events that combine premium sports, business sessions and, of course, music.

At the moment, the Radio Monte Carlo Golf Cup golf tournament, the Radio Monte Carlo regatta, as well as the Radio Monte Carlo Winter Cup ski competitions are already being held on a regular basis under the station's brand.

"All three events are being built into a single ecosystem," said Lyubov Malyarevskaya, CEO of the Russian Media Group. – For guests, this is an opportunity to become participants in a beautiful status event, gain access to a closed community, and new business contacts. Such events receive a great response from an audience that has already earned a good car and real estate and is now looking for sophistication and pleasure. From a business point of view, this strategy is more than justified for the radio station. With impressive project costs, it attracts people, guests, and advertisers who are willing to invest, which makes such projects economically profitable. Moreover, such projects can maximize the involvement of advertisers in the creation of creatives, which allows us to offer a truly customized advertising product with maximum efficiency."