New DRUK consumer campaign launched
This year has seen the launch of national digital-only stations, such as BBC Radio 4 Extra and Jazz FM, and the digital extension of other networks such as Smooth, Capital and Kiss. The new Digital Radio UK “more to love” content campaign is being run in conjunction with major retailers and highlights the availability of the extra genres and stations on digital radio and includes radio advertising, retailer consumer mailings and point of sale materials.
The radio advertising campaign features two executions voiced by music Legend Lulu (click here to listen).
The campaign, which is on air on commercial radio stations for two weeks, brings to life the genres available on digital radio, including sport, rock, jazz, dance and RnB, news and drama. The campaign is co-timed with the BBC’s Radio 4 Extra trails running on BBC TV and radio.
As part of this campaign, retailers are mailing millions of their customers this week to raise awareness of a range of digital radio stations and genres. Participating retailers, including Amazon, Co-op, Currys, John Lewis, M&S, PC World and Tesco are mailing their customers with information about the stations on digital radio. Major retailers, including Currys, Tesco and independent electrical retailers, have also been provided with new Digital Radio UK in-store point of sale materials.