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Digital Radio Campaign for Father’s Day

CRA and Sony Australia promote digital with a series of 30-second ads

Commercial Radio Australia and Sony Australia have joined forces to take advantage of the upcoming Australian Father’s Day holiday, which takes place on Sept. 1 this year. Sony is offering a deal on its DAB+ products, throwing in a free pair of headphones with every purchase.

“Father’s Day has proven to be a very successful time for the sales of digital radios and the bonus Sony headphone deal, valued at AU$69.95 is another incentive to buy,” said CRA’s Joan Warner.

To promote the deal, CRA and Sony Australia are running a series of three 30-second digital radio ads themed “Dad’s Don’t Do Subtle,” in which dads drop some pretty obvious hints about what they would like for Father’s Day. The ads have been on the air since Aug. 12 on 42 stations broadcast in Sydney, Melbourne, Brisbane, Adelaide and Perth.

DAB+ popularity continues to grow in Australia, with 68,417 digital radios sold in Q2, according to Radioinfo, following the success of the Christmas and New Years timed purchases.