HD Digital Radio Alliance Dramatically Expands Marketing Campaign for 2008 Gift-Giving Season
Tuesday, December 2nd, 2008
Broad-Based Consumer Incentives Available From Broadcasters,
Retailers and Manufacturers
Multi-Media Advertising Campaign Keeps Radio; Expands Mobile Messaging; and Adds Newspaper Advertising and Promotional Giveaways
Winners of Best Local-Market Ad for HD2 Content Named
ORLANDO – December 2, 2008 – The HD Digital Radio Alliance, a joint initiative of leading radio broadcasters to accelerate the rollout of HD Digital Radio, today announced that it has dramatically expanded its marketing campaign for the 2008 holiday season – and for the first time will include a newspaper insert and promotional giveaways. The expanded campaign will focus on the benefits of HD Radio and span print, broadcast radio, mobile texting, online ads, and giveaways. In the first two weeks, the online ad campaign has already produced 3.2 million impressions on the gift-giving page on HDRadio.com. The Alliance’s marketing efforts originally focused on radio ads, with on-air time worth a value of more than $57 million. Also today, the Alliance announced the winners of its contest to name the best local-market radio ad promoting HD2 holiday content.
“2008 has been a defining moment for HD Radio as low-cost receivers have become widely available at retailers with nearly 100 upgraded receivers now out in the marketplace,” said HD Digital Radio Alliance founder Peter Ferrara. “In today’s economy, cost is a major factor, making the unique, local formats on HD Radio broadcasts with no subscription fees the perfect gift. And there are plenty of reasons to upgrade home and car radios: c|net called the sub-$100 Sony XDR-F1HD ‘the best-sounding home radio tuner we've heard to date.’ There’s never been a better time to upgrade.”
Demand continues to rise among consumers. In a recent poll from iLounge – the popular, independent Web site on the iPod and iPhone digital media players, accessories, and related software – respondents named HD Radio the “next-generation add-on feature [that] most interests you”.
“As awareness of HD Radio continues to rise, we remain focused on converting those high numbers into intent to purchase,” said Diane Warren, President of the HD Digital Radio Alliance. “This expanded marketing campaign is a significant step in that direction. Radio is a great point-of-sale value and our other campaign elements: coupons, print, online, and going right to consumers’ cell phones, complement it and build on our direct conversation with consumers. The Alliance is providing resources to make buying an HD Radio easier and affordable for this gift-giving season. We anticipate a strong holiday season that will kick-off a busy and successful 2009 for all HD Radio stakeholders.”
With more than four radio receivers in each household in the U.S., the opportunities for manufacturers and retailers are exceptional. That opportunity also carries over to the listener, as they have an abundance of new stations to listen to. Some markets have an additional 20 new stations via multicasting.
Expanded holiday campaign
This Friday, the Alliance will sponsor a newspaper insert for the first time – in USA Today – adding another platform to get in front of consumers and remind them of the value and benefits of HD Radio. In addition, the mobile texting initiative continues, telling consumers who have opted in about coupons, rebates, and special incentives when they text ‘GIFT’ to 58011. The Alliance’s most recent mobile texting initiative was a huge success and included a multi-session conversation with more than 176,000 consumers in Q3 alone.
To round out the campaign, online banners and a $57 million radio blitz in the top 100 markets and on over 700 stations will also drive traffic to HDRadio.com.
HDRadio.com is the consumer site where people can browse the holiday shopping guide for the perfect home or car receiver, a station guide to find all the new stations in a local market, and holiday specials and savings.
Currently featured at hdradio.com/gift:
- Save $50 on the Jensen JIMS525i table top alarm clock HD Radio with iTunes Tagging at Target
- Crutchfield is offering $20-70 instant rebates on various add-on HD Radio tuners, a $60 price break for the Jensen HD5212, free shipping and a $100 price break for the Polk Audio I-Sonic ES2, and a $70 instant rebate when you purchase the Sony XT-100HD Radio Tuner
- $30 off Sony iTunes Tagging HD Radio XDR-S10HDIP
- FREE Site to Store™ Shipping at Walmart.com with the purchase of the iLuv HD Radio Alarm Clock for only $89.88, the Sangean America Tabletop HD Radio Tuner just $177.88, the Sangean America HDT-1X HD Radio Component Tuner for $219.88, the Visteon HD Radio Component Car Tuner Kit HDZ300 only $179.98, and the Terk Outdoor HD Radio Antenna for a mere $79.88
- Best Buy will help you save $85 with the purchase of the Pioneer GEX-P10HD (converter) and DEH 4000 (radio) when you get it as a bundle for under $200
“Broadcaster commitment to content has ushered in a whole new wave of creativity – from The Irish Channel to Pride Radio, Urban Gospel to Tween Radio. Discovering all the new stations in your market on HDRadio.com is like re-discovering radio all over again,” added Warren. “The radio dial is expanding and now includes over 900 diverse new stations across the country where many program directors are experimenting with formats that can’t be heard on analog radio. These formats are being promoted with ads that are unique, catchy, and downright funny. In my almost 30 years in radio, I’ve never had this much fun or have been this excited about radio’s possibilities."
Local-market HD2 ad contest
Alliance member stations around the country submitted hundreds of: 30 second radio commercials promoting their HD2 stations to the Alliance. These ads were then judged and voted on based on their ability to excite listeners about the HD2 content, along with their effectiveness in prompting a call to action to buy an HD Radio receiver. Ten winners were selected and given $1,000 each, which was shared among the writers and producers of the creatives.
About the HD Digital Radio Alliance
The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD Digital Radio. Current members include major radio groups and independent station owners: Beasley Broadcast Group, Bonneville International, Buckley Radio, CBS Radio, Citadel Broadcasting / ABC Radio, Clear Channel Radio, Emmis Communications, Entercom, Greater Media and WBEB Philadelphia. For more information on HD Digital Radio, visit www.hdradio.com.