HD Digital Radio Alliance Launches First Ad Campaign for BMW
Wednesday, February 14th, 2007
Alliance teams with automaker to create customized HD digital radio commercials
Consumer message: “Ultimate driving machine” now has “ultimate radio”
ORLANDO, Fla. – February 14, 2007 – The HD Digital Radio Alliance today announced the launch of a major, 85-market radio advertising campaign highlighting BMW’s in-car HD Radio offering. BMW recently became the first automotive manufacturer to offer factory-installed HD digital radio receivers as an option across all its 2007 models.
The campaign will feature a mix of commercials on Alliance-member stations touting the consumer benefits of HD digital radio available in BMW cars – more programming and rich, digital quality sound – all with no monthly subscription. BMW has announced that it is offering HD digital radio in all of its models as a factory-installed option. BMW’s advertising campaign is similar to the successful programs launched by the Alliance for Circuit City, RadioShack and other partners.
The new ads tie HD Radio into BMW’s brand attributes in surprising and fun ways. One spot notes that the “ultimate driving machine” now has “the ultimate radio.” Another points out that the BMW driver can now experience “all kinds of new twists and turns with uncompromising performance – and that’s just the radio.” The spots can be heard online at www.hdradioalliance.com.
“The BMW brand epitomizes what HD digital radio signifies in audio entertainment,” said Peter Ferrara, president and CEO of the HD Digital Radio Alliance. “BMW has long been at the forefront in automotive technology, and their embrace of HD digital radio continues that leadership, offering consumers the best radio programming experience around. We’re thrilled to work with them as we continue to educate consumers on the value of HD radio, the future of digital audio entertainment.”
The campaign by BMW is part of the HD Digital Radio Alliance’s $250 million on-air advertising campaign that was announced in December. Over 1,100 radio stations in the United States currently broadcast in HD, with over 600 carrying HD2 multicast programming. HD2 multicasts have launched in 85 of the nation’s top 100 markets, with more to come. All consumers need to hear it is a new HD digital radio receiver.
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 ABC Radio (in Los Angeles and Minneapolis), Beasley Broadcast Group, Bonneville International, CBS Radio, Citadel Broadcasting, Clear Channel Radio, Cumulus, Emmis Communications, Entercom, Greater Media, and Susquehanna.