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The HD Digital Radio Alliance is launching a new creative and branding initiative today, including the rollout of a new brand identity and tagline, new advertising creative, online marketing elements and the involvement of new agency and retail partners, the Alliance announced. The initiative is a part of the HD Digital Radio Alliance’s $200 million dollar advertising campaign which was announced in December.
The Discover It! campaign invites consumers to discover “new, free, digital quality radio programming” and new “stations between the stations” available with HD digital radio.
The campaign launches in 22 new markets and 28 existing HD radio markets, and can be heard in 43 of the Top 50 markets on every radio station that is part of the HD Digital Radio Alliance. The expansion will make the HD Digital Radio Alliance either the No. 1 or No. 2 largest radio advertiser in each market, with 90+ spots running in each of those markets. The new creative can be heard at www.hdradioalliance.com.
The HD Digital Radio Alliance’s consumer website, HDRadio.com, has added new features and messaging with flash imagery geared toward providing more information to help consumers get the most out of their HD Digital Radio experience.
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