HD Digital Radio Alliance Unveils "Discover It!" Campaign
July 28, 2006 at 3:06 PM (PT)
The HD DIGITAL RADIO ALLIANCE today 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 dollar 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 ads can be heard at www.hdradioalliance.com.
"The ALLIANCE has been aggressively marketing HD Digital Radio since our inception," said HD DIGITAL RADIO ALLIANCE Pres. and CEO PETER FERRARA. "The marketing campaign announced today represents the full range of our commitment to helping consumers discover this amazing new technology -- from compelling branding and creative to a strong online presence to retail availability."
In additin to the campaign, the HD DIGITAL RADIO ALLIANCE’s consumer website, www.HDRadio.com, has added new features and messaging with flash imagery "conveying a sense of discovery and wonder, and providing even more information for helping consumers get the most out of their HD Digital Radio experience."