SiriusXM Canada

A new marketing platform to promote SiriusXM’s unique entertainment offering.


SiriusXM is the largest radio broadcaster measured by revenue and has over 30 million subscribers. SiriusXM creates and broadcasts commercial-free music, premier sports and live events, news and comedy, exclusive talk and entertainment programming in radio. Our agency has worked with SiriusXM Canada for the past 5 years on a wide range of projects.


UX Design
Application Development
Mobile Development

Project Link

“In the many years we have worked together, the BLVD team always delivers. I cannot think of anything that they haven’t being able to accomplish.”

— Susan Fracalanza, Senior Manager, Digital

What We Did

SiriusXM’s new website needed to position them as an entertainment option unlike any other. It also needed to be highly secure, easily managed, and provide a deep level of analytics to understand customer behaviour.

We worked closely with SiriusXM to plan the website so that would feel more like an entertainment destination vs. a typical marketing site. The platform is centred around a daily content strategy leveraging SiriusXM special events, in studio performances, and the wide range of celebrity guests that appear across their channels. This wealth of content illustrates SiriusXM’s unique programming their competitors cannot offer.

We organized all content with an new architecture that considered acquisition, retention and conversion goals. Once their content requirements were established, a wireframe prototype was developed. After usability was tested, the design established. To support the new design, new photography was commissioned and all existing content was rewritten.

The new website is built on a highly secure WordPress platform using a number of custom plugins our team developed. Pages are created using a flexible range of page builder drag and drop components so administrators can create and edit complex pages that adhere to brand standards.

In addition, a number of web-services are utilized to integrate complex scheduling data, realtime channel programming and live sports schedules.

Since the site’s launch, SiriusXM’s internal marketing team manages the day-to-day content publication with little technical skill needed. Our team has continually enhanced the website’s functionality and have worked closely with SiriusXM’s Digital Marketing team to produce hundreds of projects big and small.

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