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: HD Digital Radio Alliance)
