Digital One Launches Awareness Campaign

Digital One, the consortium which holds the UK’s sole national commercial digital radio licence, has launched an ad campaign to promote awareness of the new medium. The ads use legends from the fields of sport, rock and classical music to push the enhanced sound quality of digital radio.

The ads will target different audiences over three stations: on TalkSport a listener recounts a great sporting moment with Nick Faldo; Virgin Radio features Jimi Hendrix; the Classic FM version conveys the impression that Beethoven is conducting a symphony in the listener’s bathroom. Pushing the idea that digital radio broadcasts a far more lifelike listening experience to analogue, the ad finishes with the tagline “but it was always just me and my digital radio.”

The ads are part of a series that will run throughout the year explaining the many benefits of digital radio. The medium, which launched in Britain in November last year (see Digital Radio Launches In The UK), has had too little publicity, according to observers within the industry.

Chief executive of the consortium Quentin Howard said: “By talking directly to the listeners on the three national commercial stations we can educate them about the benefits and build awareness of digital radio. Each successive campaign uses a different theme and messages, depending on whether it is strategic or tactical and specific or generic.”

Digital One: 020 7518 2620