MXR To Promote Digital Radio With Pre-Christmas Push
The MXR consortium is launching a major integrated marketing campaign to promote the latest DAB digital radio receiver in the run up to Christmas.
The four month campaign will begin later this month and will focus on driving sales of the new Intempo DAB digital radio in Currys and Dixons stores during the festive season.
Radio station activity will run on Heart 100.7 FM and Saga 105.7 FM in the West Midlands, as well as across the entire Century FM network, which spans four analogue radio stations and digital multiplexes in London and South Wales areas.
Live reads will encourage consumers to visit Currys and Dixons stores, where special promotional teams will demonstrate the new DAB receivers and distribute money off vouchers for Intempo digital radios and MXR services.
MXR’s website, www.getDABdigitalradio.com, will also feature money off vouchers that consumers can claim by buying the new digital radio from Currys or Dixons online.
Diane Wray, MXR’s marketing director, said: “This integrated partnership makes MXR the first consortium to work with Intempo on a range of promotions throughout the UK. With such great support from our analogue consortium partners, and a combined on and off-air campaign, we look forward to working more closely with the UK’s brightest manufacturers and retailers to further drive DAB digital radio.”
Beverley Bennett, senior product manager for portable audio at Dixons, added: “2003 is shaping up to be the year of digital radio, with sales of digital receivers by value already outstripping conventional radio sales. We’re confident that digital radios will be a popular choice this Christmas and this promotion is sure to have a positive impact on Intempo sales” (see Consumers Catch On To Digital Radio As Sales Increase).
The cost of digital radio receivers looks set to drop dramatically over the coming months with news that leading consumer technology manufacturer, Sony, is to enter the market. Sony’s digital radios are expected to launch early next year and will undercut the price of the cheapest digital receivers, which currently retail at £99 (see Sony To Drive Growth In Digital Radio Market).
The latest research from the DRDB shows that revenue from digital radio sales topped £3 million last Christmas and is expected grow to £66 million by the start of 2004. The total market is tipped to be worth £5.3 billion over the next ten years (see Sales Of DAB Digital Radios Boom In 2002).
MXR: www.getDABdigitalradio.com
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