Summer Campaign For Sub-£100 DAB Radio To Launch

A radio advertising campaign will break this week in the London area aiming to promote the first sub-£100 portable digital radio (see £99 “Kitchen” Digital Radio To Go On Sale). The exercise is to be repeated nationally as product availability rolls out to the regions.

Digital Radio Development Bureau (DRDB) chief executive Ian Dickens said: “With the arrival of a new product delivering an improved range of listening devices at an affordable price, it is important that we see a cohesive and targeted marketing campaign for DAB digital radio over the next six months.”

The campaign begins on Thursday with 10 second teaser ads going out on 28 commercial radio stations in London. They are designed to build awareness of the arrival of the PURE brand EVOKE-1 portable digital radio sets at John Lewis and Dixon’s stores in Oxford Street. After a week, these will be replaced with 40 second ads aimed at driving sales.

From the end of the month, the same campaign will be used across the country, with the full length ads being retailer specific in individual markets. This summer campaign is the first of several initiatives supporting new DAB products expected on the market from various manufacturers in the run up to Christmas.

DRDB: 020 7306 2630 www.drdb.org

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