• by Alex Weprin , November 8, 2018

The streaming music service Pandora is in the process of being acquired by SiriusXM, but that isn’t stopping the company from launching a new brand campaign to drive listeners to its platforms.

Today, the company rolled out its campaign, called “Sound On,” in high-traffic hubs across the country. The campaign will appear in places like the Oculus at the World Trade Center, and in airports, bus and rail stations in Miami, Nashville, San Francisco, Atlanta and elsewhere.

The campaign will run through January 2019 to cover the busy holiday travel season; it will include more than 1,200 pieces of creative, meant to evoke common travel moments, like delays, seat upgrades and lost luggage.

Artists such as Cardi B, Carrie Underwood, Lil Wayne and Pitbull will be included in the campaign.

The “Sound On” campaign will also highlight three areas where Pandora has a particularly strong product: playlists, podcasts and offline listening mode.

Pandora is the largest music-streaming service in the U.S. in terms of total listeners, but its business is in the midst of a transformation. (It was the first to market when its streaming radio business launched in 2004.)

As more consumers shift to subscription services like Spotify or Apple Music, Pandora’s free service has seen monthly active users decline. The company has its own subscription service, which is gaining subscribers, but it is at a crossroads.

When SiriusXM completes its acquisition in 2019, Pandora is expected to become a standalone subsidiary, although its algorithmic recommendation engine and its programmatic ad buying infrastructure could be brought over to other SiriusXM business units.