Go Digital summer campaign launches
Don’t miss a thing of the amazing summer of music and sport with digital radio.
That’s the message of the summer digital radio communications campaign that is being launched on Saturday 30 June by both BBC and commercial radio.
And here, exclusively for Radio Today, Digital Radio UK CEO Ford Ennals explains all about it:
2012 is a summer like no other with a wide range of music festivals and sports events including the London 2012 Olympic Games and the BT London Live Concerts broadcast by Bauer and Absolute Radio.
A lot of the summer event coverage will be broadcast exclusively on digital radio stations so there has never been a better time to get a digital radio. To communicate this the digital radio campaign will run on Commercial Radio stations, on BBC TV and Radio and in full page ads in the Guardian.
All the radio and TV executions will use the voice of ‘ Life on Mars’ actor John Simm, who voices the clear call to action – ‘ if you love radio, go digital‘.
The commercial radio activity will run through till the end of July while the BBC campaign will be extended until early September.
The radio messages focus on how digital radio is available across a variety of different digital platforms – mobile, on line and in car – and highlight the benefits of the clear sound quality of digital radio.
Cars are a major focus of the campaign and there are specific ads that highlight that digital radio is now widely available in new cars and through fitting an adaptor to your existing car.
The BBC campaign is a massive commitment for them and the first time they have run a major digital radio campaign in the summer. They will run digital radio trails on Radio 1, Radio 2, Radio 4 and Radio 5 Live featuring Greg James, Simon Mayo and Arthur Smith as well as a TV trail on BBC 1. The BBC will talk specifically about their music and sports events on digital radio including the Grand Prix and Olympics coverage on the new pop up digital-only station BBC Radio 5 Live Olympics Extra.