Messages starting for Oz digital radio

The first adverts for Australia’s new digital radio service will launch next Monday, April 13, ahead of the progressive roll out of digital radio in May.

The A$10 million awareness campaign for the technology will run across all commercial radio stations and in 65 languages on SBS radio in the major metropolitan markets. A “teaser” ad in phase one will be followed in phase two by ads specifically outlining the benefits and capabilities of digital radio. Phase two will see widespread in-store promotion and point of sale material. The third phase will involve a major promotional event in the five state capitals in August.

Commercial Radio Australia chief executive Joan Warner said the ads, complimented by online executions, were the first step in raising listener awareness of the launch of digital radio next month.

“This campaign is our first direct communication with listeners. The message is simple - that digital radio is a new exciting way for our loyal radio audience to listen to their favourite stations in digital sound and to discover some great new digital programming,” said Ms Warner.