As restrictions lift across the UK and more people take to the road again, Motors.co.uk has teamed up with Bauer Media to extend its “Search Less. Live More” advertising campaign across radio, podcast, digital and magazines, highlighting the central role that cars play in enriching people’s everyday lives. Targeting an ABC1 25-44 growing family audience, the campaign aims to raise awareness and consideration by positioning Motors.co.uk as the search site that empowers car buyers, helping them to find the right car simply, and understands that making the right car choice is about more than just finding a run around to get you from A-to-B.

The partnership comes as recent research from Bauer Media and its specialist automotive service Bauer Autoventure found that the demand for car buying is still high despite the pandemic. In fact, 27% of people agreed that owning a car is now more important to them than before Covid, with 56% stating that they want to own a car to avoid public transport.

The campaign includes the sponsorship of the critically-acclaimed Frank Skinner’s Poetry Podcast – which is now back for season three – plus the award-winning Frank Skinner Podcast, Frank Skinner’s Saturday morning shows on Absolute Radio and Dan Morrissey’s shows on Magic Radio for the next ten weeks. Plus, to further drive audiences online to Motors.co.uk, branded content articles will be published in Mother&Baby and Car and a competition will run across all brands where audiences can win £10,000 towards a new car on the website.

Simon Kilby, Managing Director, Bauer Media Advertising, said: “At Bauer Autoventure we know that it’s important to speak to prospective car-buyers early and that those who are not yet in-market for a car are different from current buyers – therefore it’s important to target them in different environments and not just on automotive-focused channels. By launching this new campaign across radio, podcasts and magazine brands, we’re able to reach Motors.co.uk’s target audience in a relevant and relatable way that connects.”

Dermot Kelleher, head of marketing, Motors.co.uk, added: ““With automotive retailers welcoming customers back on to their forecourts, we’re delighted to be partnering with these Bauer brands to increase awareness and consideration of Motors.co.uk, especially among young families. We believe that the light-hearted but thoughtful elements that Bauer has integrated across this campaign will act as a perfect extension of the “Search Less. Live More.” campaign that we launched on TV in March, focusing on the positive, practical and emotional impact that finding the right car can have on so many facets of our lives.”

The partnership was brokered by Mediacom.