Silver Travel Advisor has struck a deal to be the exclusive travel content provider for new over-50s station Boom Radio.
The mature travel information hub will create travel segments for the radio station, which is due to launch on February 14 aimed at the ‘Baby Boomer’ generation, born between 1946 and 1964.
A weekly Silver Travel Show is to broadcast on Sunday evenings and will cover issues driving the travel news as well as sharing stand-out travel experiences.
Silver Travel Advisor and Boom plan to work with a range of travel businesses which can showcase their product to the audience.
A travel-themed podcast each month, presented by Silver Travel’s creative director Jennie Carr (pictured), will focus on destinations best-suited to older travellers, mixing information and travellers’ tales with interviews with industry players.
Boom will initially be on DAB in London, Bristol, Birmingham and Glasgow and nationally online across the UK.
Debbie Marshall, Silver Travel Advisor founder and managing director, said: “The launch of Boom Radio is creating a great new opportunity to connect with the over-50s in a fresh and relevant way.
“Silver Travel Advisor is delighted to be partnering with Boom Radio to bring travel news and views to people for whom travel is an essential part of their lives. As the arrival of vaccines brings the return of holiday travel tantalisingly close, older people are raring to Get Back Out There and this new radio station will be a great way to keep the over 50s updated, informed and excited as travel opportunities open up”.
Phil Riley of Boom Radio added: “If 2020 has taught us anything, it’s that radio still has a vital role to play in connecting people. Our own research has found radio is still the most popular medium for the Boomer generation, yet the majority feel that the industry is geared more towards younger people. We see Boom Radio filling that gap, providing Boomers with a unique station geared solely at meeting their needs.
“We think Boomers are the last great unserved audience in commercial radio, and our research points to real market need for a full-service station serving up more than just an oldies’ juke-box.”