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HD-R Alliance Launches Bigger Ad Campaign; Amazon Is on Board

HD-R Alliance Launches Bigger Ad Campaign; Amazon Is on Board

Member stations of the HD Digital Radio Alliance are running a new flight of ads, part of a marketing/branding campaign named “Discover It!” This supplants the earlier “Are You Def Yet?” campaign.
The campaign invites consumers to discover new, free, digital programming and multicasts. It launches in 50 markets including 22 new ones; the alliance said spots will be heard in 43 of the top 50 markets.
Using a portion of the combined $200 million in unused ad inventory committed in December by alliance members, the alliance says it will become the largest or second-largest radio advertiser in each of 50 markets. More than 90 spots are running.
Amazon joins retail partners RadioShack, Tweeter and Crutchfield as the latest major retailer to carry HD-R radios.
More ad agencies also are involved in the effort, joining Brainerd Communicators and Texas Creative.
New York branding agency Siegel & Gale developed the “Discover It!” tag line; and Via Now, Clear Channel Radio Creative Services Group and Texas Creative focused on the ads.
As we’ve reported, the consumer Web site also has been updated.