Smooth Radio has partnered with digital radio maker PURE to raise awareness of the station with motorists.

The station has become the primary broadcast partner of PURE’s newly launched Highway 300Di in-car radio adapter, which upgrades cars to be able to receive digital, and will be the default and first pre-set station that listeners experience following installation.

Smooth Radio will also receive on and in-package branding as well as point-of-sale imagery within Halfords branches and on both the Halfords and PURE websites, with the radio exclusively available in retail at Halfords until March 2012.

Jonathan Gillespie, GMG Radio’s group commercial director, said: “This is the first time we have directly marketed Smooth to a DAB audience. In-car listening commands a large share of the overall radio audience and this deal enables us to directly target and grow our share of this market.”