Austereo’s Black Thunder and Rock Patrol vehicles will lose their high profile logos and livery as Austereo opts for a more low key promotional approach that will link with its integrated online strategies.

Last week radioinfo reported on the creation of the company’s new Integration Division, with Austereo Chief Executive Officer Michael Anderson saying the new unit “would touch every part of the group’s work that was not a song or paid commercial.”

In this week’s Australian, Lara Sinclair reports:

The move follows attempts by advertising rate negotiation groups such as the Mitchell-Initiative alliance to increase spending with multi-platform groups such as Fairfax Media, News Limited, the Seven Media Group and PBL Media.

Within the radio sector, there has also been a swing away from extensive promotions based on cash giveaways or House from Hell-style stunts in which the radio station is often the star.

Instead, Austereo will focus its promotional energies – and the use of a new fleet of more environmentally friendly but unbranded station vehicles – on joint promotions that maximise sales for clients and increase the group’s chances of attracting advertising revenue online and through events.

Click below to see our earlier story.