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PURE Highway gets promoted

A plug-and-play in-car digital radio by PURE is to benefit from a £200,000 advertising campaign on commercial radio

The adverts for Highway will appear on various stations including Absolute Radio, talkSPORT, Planet Rock and Classic FM.

Robert Hennessy, buyer of audio and telecoms, John Lewis: "Highway has been really motoring along since its launch. Our customers particularly like its ease of use and fantastic value for money. The knowledge that it's going to be easy to install really makes a difference to potential buyers".

Colin Crawford, director of marketing, PURE continues: "The consistent sales performance of the PURE Highway is real evidence that consumers want digital radio in their car. With the proposed date for digital switchover fast approaching, Highway represents a convenient and easy-to-use solution for the considerable number of cars on the road that do not already have a digital radio installed."

Ford Ennals, chief executive, Digital Radio UK says: "Sport on the radio is almost exclusively heard on the lower quality AM band. Highway enables listening to BBC Five Live and talkSPORT in digital quality sound and also makes BBC Five Live Sports Extra available – a win win for the driver, we believe."

Glyn Jones, operations director, Digital One continues: "The stations are keen to support Highway since it allows listeners to access digital radio in the car in the most easy and affordable way. The airtime campaign will go out nationally, emphasising the benefits of in-car digital listening such as a wider choice of stations and access to digital versions of stations previously only available in low quality, mono AM."

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