The Digital Radio Development Bureau are planning a 100,000 pounds marketing campaign, this summer with a series of tactical press ads to appear in a broad cross section of national newspapers.
The ads, which are content driven, highlight the breadth of programming available on DAB digital radio stations. For the most part they will appear around TV listings and in weekend supplements, although the nature of the creative allows for topical executions to appear in other sections when appropriate.
Ian Dickens, chief executive DRDB said: ?Consumers want DAB digital radios for the programmes that come out of the box and this campaign highlights the different genres available on DAB, in a witty, simple way. This is the first time the DRDB has used print advertising to reach radio listeners. We think the campaign will bring a good balance to the promotional work our radio stakeholders continue to deliver on air.?
With the strap line ?More Stations. More Choice?, the first ad runs in The Times and The Guardian on June 19 and continues weekly through the end of July. Ads then run from the beginning of October until the end of November, making it a four month campaign in total.