MEDIA RELEASE - Digital Radio Plus
MEDIA RELEASE - Digital Radio Plus
MEDIA RELEASE - Digital Radio Plus
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<strong>MEDIA</strong> <strong>RELEASE</strong><br />
11 September 2008<br />
<strong>Digital</strong> <strong>Radio</strong> Reveals Logo & Marketing Plans<br />
<strong>Digital</strong> <strong>Radio</strong> – it’s radio as you know it…plus<br />
The Australian radio industry today revealed the digital radio logo and multi-million<br />
dollar on-air awareness campaign that will launch the switch-on of the Australian radio<br />
industry’s new technology platform.<br />
“<strong>Digital</strong> <strong>Radio</strong> – it’s radio as you know it…plus”, forms the basis of the campaign. A<br />
plus (+) feature acts as a constant memory aid in all – radio, online, point of sale and<br />
visual media and a distinctive audio sonic mnemonic will identify the brand on radio,<br />
television and online.<br />
Developed by the independent creative agency SMART in conjunction with<br />
Commercial <strong>Radio</strong> Australia and with the support of all the commercial stations, plus<br />
the ABC and SBS, the launch campaign for digital radio will illustrate that radio is<br />
about to undergo a multimedia technology transition.<br />
Chief executive officer of Commercial <strong>Radio</strong> Australia, Joan Warner showcased the<br />
new <strong>Digital</strong> <strong>Radio</strong> <strong>Plus</strong> brand, the consumer website and the unique sonic sound tag<br />
at a business briefing attended by key stakeholders from the radio, retail, car and<br />
receiver manufacturer industries.<br />
“The industry-wide <strong>Digital</strong> <strong>Radio</strong> <strong>Plus</strong> on-air awareness campaign, worth an estimated<br />
$10 million will be rolled out in three phases in the first quarter of 2009 in the digital<br />
radio launch markets of Sydney, Melbourne, Brisbane, Perth and Adelaide,” said Ms<br />
Warner .<br />
“The first phase in the campaign will be a tease tactic to commence in the first quarter<br />
of 2009 to introduce the brand and raise awareness. Phase two will outline the new<br />
capabilities and benefits of digital radio and generate excitement in preparation for a<br />
specific retail promotion to take place. Phase three will drive the usage of digital radio<br />
as the switch-on takes place and also promote a national listener focused “Launch<br />
Event” said Ms Warner.<br />
“We have worked closely with the radio industry, manufacturers and retailers to<br />
develop a logo and collateral that will work in all third party applications. The audio<br />
sonic mnemonic can be applied as a tag on retail advertising and the <strong>Digital</strong> <strong>Plus</strong> logo<br />
can be used on manufacturers packaging to distinguish it as Australian DAB+<br />
product,” Ms Warner explained.
DAB+ is the digital radio technical delivery system that will allow radio broadcasters to<br />
deliver a much more dynamic, multi-media experience to the listener.<br />
The additional spectrum in the DAB+ system will enable broadcasters to provide extra<br />
audio channels, a superior sound quality, a pause and rewind facility plus a new visual<br />
aspect to radio with the introduction of scrolling news, sport and weather text and the<br />
ability to transmit on a small screen a picture of a radio host or band, the cover of a<br />
CD or an animated logo.<br />
“Every execution in the campaign is designed to generate interest by illustrating that<br />
no matter what type of radio broadcast you listen to – music, talk, sport, news,<br />
lifestyle… digital radio will enhance the experience and make it that much better,”<br />
explained SMART Sydney Managing Director, Jamie Clift.<br />
The <strong>Digital</strong> <strong>Radio</strong> <strong>Plus</strong> sonic mnemonic feature of the campaign is a subtle 'plus' vocal<br />
using the voice of a child.<br />
“The sonic is the most important part of the brand,” said SMART Creative Director,<br />
John Mescall. “It‘s designed to serve as an audio shorthand for the brand like the<br />
iconic Intel sound or Windows start up sound.”<br />
All communication will direct listeners, readers and viewers to the new consumer<br />
website digitalradioplus.com.au<br />
The consumer website will become the digital radio information gateway where<br />
listeners, retailers and all key stakeholders can easily access information about digital<br />
radio. The site will incorporate training modules for retailers and the advertising<br />
industry about what digital radio can deliver<br />
Consumers will also be able to SMS their postcode to the mobile phone number<br />
0409DRPLUS (0409 377 587) to find out if they can receive digital radio in their area.<br />
“Ideally, after the first phase of the on-air campaign begins, listeners will have seen<br />
and heard the digital radio awareness raising campaign, will go on to the consumer<br />
website to find out more about what digital radio will mean for them; undertake a<br />
postcode search to find out where the broadcasts will be available and which retailers<br />
will stock digital radios and then will purchase a new receiver ready for the launch,” Ms<br />
Warner said.<br />
Commercial <strong>Radio</strong> Australia is working together with retailers and receiver<br />
manufacturers to ensure a digital radio is on top of everyone’s must buy list in 2009,<br />
said Ms Warner.<br />
Free-to-air digital radio services will begin in Sydney, Melbourne, Brisbane, Adelaide<br />
and Perth on 1 May 2009.<br />
Visit the <strong>Digital</strong> <strong>Radio</strong> <strong>Plus</strong> website at digitalradioplus.com.au<br />
Media Contact: Melissa Fleming – 0417 499 529 Jenny Stevenson – 0402 214 039