Posted by chicagomedia.org on June 30, 2008 at 14:25:12:
HD Radio Alliance Announces New Initiatives
June 30, 2008
The HD Digital Radio Alliance has announced new initiatives to expand its marketing campaign for consumer awareness of HD Radio conversion. The expanded campaign will include a $57 million, 13 week ad campaign on 700 stations in 100 markets. Many of the new ads will invite listeners to text UPGRADE to 34343 for more information about HD Radio. The texting initiative is also designed to educate consumers about iTunes tagging, offer rebates on HD Radio receivers and more. The official site, www.HDRadio.com, is also being expanded with more information about the technology and its uses.
"This campaign is the first to issue a call to action that will create a direct conversation with consumers," said Peter Ferrara, President/CEO of the HD Digital Radio Alliance. "By establishing a direct, instant relationship with consumers who show an interest in HD Radio, we begin to activate a whole new category of catalysts."
"As we convert consumer awareness into action, it was especially important to increase the breadth and depth of our marketing," said Diane Warren, EVP of the HD Digital Radio Alliance. "Giving point-of-sale professionals at retailers and auto dealerships instant access to programming and device information needed to close a sale was our top priority. And by opting in, consumers now have a one-stop shop: they can choose and get a discount on a radio, find the station in their market they like, and even get information on iTunes Tagging. We're now reaching consumers via the radio, on their phone, online, and in stores."
(FMQB)