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SMART wins Digital Radio account |
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Chairman of Commercial Radio Australia and CEO of Austereo, Michael Anderson said the agency would be involved in developing the digital radio “brand” and associated marketing collateral. SMART will also develop the on-air campaign to be run by all radio stations involved in the rollout in January 2009 in the five capital cities of Sydney, Melbourne, Adelaide, Brisbane and Perth.
“This is a significant step for the radio industry in moving forward together towards the digital radio switch on,” said Mr Anderson. “The campaign will encompass a strong on-air stream as well as online and trade executions and retail collateral including point of sale materials which will all carry the digital radio logo. A feature of the campaign will include the use of a sonic, which will particularly suit radio advertising.
“We look forward to working with both SMART and the retail and manufacturing industries to make the rollout a success,” he said.
SMART Sydney Managing Director, Jamie Clift said, “It’s an exciting opportunity to help take radio to the next stage. SMART has had great success in developing creative work to launch new brands and digital radio will be no exception. Launches are incredibly rewarding and the results immediate. We’re thrilled to be a part of the development that is taking place in the media”.
Digital radio will be on-air from early 2009 and is being supported by the entire radio industry, including commercial stations and the ABC and SBS, throughout Australia. It is expected the on-air radio campaign will be worth an estimated $10 million of capital city airtime over 12 months beginning in 4th quarter 2008.
Chief executive officer of Commercial Radio Australia, Joan Warner said: “More detail of the campaign will be announced in mid-September. We are currently looking at a staged campaign starting with an extensive on-air awareness campaign from 4th quarter 2008, followed by a call to action closer to Christmas and prior to stations being on-air next year,” Ms Warner said.”It will also include a consumer website which will help people search receivers and retailers in their local area.”
Ms Warner said extensive briefings would continue to be held with the advertising industry as well as manufacturers and retailers to ensure a consistent message in the marketplace. She said the campaign would also be developed so that it can be integrated into manufacturers’ and retailers’ own advertising.
Free-to-air digital radio services will begin in Sydney, Melbourne, Brisbane, Adelaide and Perth in early 2009. Consumers can look forward to extra features like pause and rewind radio, extra channels, downloadable music, more details about the advertised product, slideshows, scrolling text, Electronic Program Guides, updated news, sports and racing information.
To listen to digital radio, consumers will have to buy a receiver. Major retailers are expected to stock a range of digital radios in the lead-up to Christmas 2008 – and leading manufacturers will be ‘rolling out’ more products throughout 2009. |
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