DRDB Unveils Digital Radio Promotion

The Digital Radio Development Bureau (DRDB) is launching an advertising campaign to promote DAB digital radio and increase receiver sales.

The five week-long campaign, which launches next week across all regional and national commercial stations, features pop bands, Liberty X, Atomic Kitten and Big Brovaz, in a series of 60-second documentary-style interviews.

The executions have been designed around the premise that only digital radio can to justice to the music of the UK’s best recording artists and feature the strapline: “When so much goes into making the music, shouldn’t you get the most out of it? DAB digital radio.”

The campaign, which was designed by Radioville, will also promote the DRDB’s new consumer website, www.digitalradionow.com and its new customer information line.

Commenting on the initiative, Radioville’s operations director, Stephen Donovan, said: “We wanted the work to evoke a distinct tone for DAB digital radio, setting it apart from the usual cluster of radio advertising.”

Earlier this month the digital radio industry received a boost with news that Ford is to become the first car manufacturer to fit digital radio systems in its vehicles (see Ford Shows Commitment To Digital Radio).

DRDB: 020 7306 2630 www.drdb.org.uk

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