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 HD
Digital Radio Alliance details massive marketing campaign
The HD Digital Radio Alliance, a joint initiative of leading US radio
broadcasters to accelerate the rollout of HD digital radio, has detailed
its comprehensive marketing strategy.
Marked by the launch of “Discover It!” a new creative and
branding initiative, the comprehensive strategy includes the rollout of
a new brand identity and tagline, new advertising creative, online marketing
elements and the involvement of new agency and retail partners. The initiative
is a part of the HD Digital Radio Alliance’s $200 million advertising
campaign which was announced in December.
The “Discover It!” campaign invites consumers to discover
new, free, digital quality radio programming and new “stations between
the stations” available with HD digital radio. The campaign launches
in 22 new markets and 28 existing HD radio markets for a total of 50,
and can be heard in 43 of the Top 50 markets on every radio station that
is part of the HD Digital Radio Alliance. The expansion will make the
HD Digital Radio Alliance either the #1 or #2 largest radio advertiser
in each market, with 90+ spots running in each of those markets. The new
creative can be heard at www.hdradioalliance.com.
In a complementary online move, the HD Digital Radio Alliance’s
consumer Web site, HDRadio.com,
has added new features and messaging with flash imagery, and provides
even more information for helping consumers get the most out of their
HD Digital Radio experience.
And for consumers reached by the “Discover It!” message,
Amazon joins existing retail partners like RadioShack, Tweeter and Crutchfield
as the newest major retailer to carry HD digital radio receivers.
Source: Media Network, HD Digital Radio Alliance
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