HD Radio Motors Into Detroit Auto Show
January 17, 2007 at 2:14 PM (PT)
In an email obtained by ALL ACCESS, HD DIGITAL RADIO ALLIANCE Pres./CEO PETER FERRARA tells radio group heads and other top execs that the ALLIANCE made a strong presence at the NORTH AMERICAN AUTO SHOW in DETROIT over the past two weeks.
"Taking a page out of radio's guerrilla-marketing playbook," he said, "we had HD RADIO orange-uniformed street teams (15 people) handing out HD RADIO VIP lanyards at the People Mover stations as attendees traveled to the two 'industry days' (32,000 auto executives, engineers and employees attend the auto show). We handed out 21,000 lanyards, which were well received -- many people noting they had 'heard commercials about HD RADIO on their favorite station.' The lanyards invited them to visit HDRADIO.com and register for an HD RADIO car converter. We will give away 30 converters.
We handed out 21,000 lanyards, which were well received -- many people noting they had 'heard commercials about HD Radio on their favorite station.'
"In addition, both last and this coming weekend we took the HD RADIO messaging to the streets using five two-sided mobile billboards traveling the traffic-filled streets of DETROIT around the Convention Center. At 2:30p each day, the trucks caravanned in front of the center, making a spectacular site! The mobile billboards carried HD RADIO and car-specific art and messages, including 'Drive, Listen Love,' 'More free radio in your car,' 'New radio stations ... for free,' 'More choices than ever on the dial,' and 'Love your car ... love your radio.'
"This was a monumental effort and coordination by DIANE WARREN and the team from TEXAS CREATIVE who orchestrated the program for us."