DRDB Launches Radio Ad Campaign

The Digital Radio Development Bureau (DRDB) has launched a radio advertising campaign to promote digital radio, following the news that more than five million DAB sets have been sold in the UK.

With the strapline “Five million do it, do you?” the advert will echo the BBC’s effort, which asks, “Do you do digital?”

Up to 100 commercial radio stations will carry the ads in the hope that the promotion of digital on BBC and commercial channels will give another significant boost to the sale of DAB radio sets.

Created by Radioville with planning by Initiative, the adverts, which launch on 2 July and run for six weeks, feature a series of unscripted vox pops in which people talk about their DAB experience.

A series of full-page advertorials will also be placed in major regional daily newspapers, with similar trade ads targeting electrical retailers.

Last week, the DRDB revealed that more than five million DAB digital radios have been sold in the UK, equating to almost 10 million listeners tuning in to DAB around Britain (see DAB Radio Sales Reach Record Five Million).

The bureau is also currently looking for a new chief executive, after the announcement that Ian Dickens will step down later this year (see DRDB Chief Exec To Stand Down).

DRDB: 020 7306 2630 www.drdb.org