UPDATED: CRA launches digital radio media offensive with Dick Smith offer

By Patrick Avenell

An increase in sales of DAB+ digital radios over the Christmas period is the focus for Commercial Radio Australia, which this morning launched a new media offensive valued at $3 million.

The advertising campaign includes radio, outdoor and online, with the CRA highlighting the increases in popularity and a retail promotion by Dick Smith in its creative.

According to CRA, which itself is quoting GfK, just over 604,000 digital radios have been sold in Australia since August 2009. Although CRA itself admits that the total number of Australians listening to digital radio is “nearly one million”, it is rounding that figure up in its tagline: “One million people agree…it’s a million times better”.

At retail level, Dick Smith is offering consumers a half price Bush digital radio (BR05) with the purchase of any digital radio at full price. This offer will be promoted in CRA’s radio ads, which will be broadcast in the five mainland state capitals.

An example of the new CRA/Dick Smith creative.

CRA’s ads will also be broadcast in Brisbane, Sydney, Perth and Adelaide on taxi panels, and on the internet.

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“The commercial radio industry has successfully promoted the digital technology extensively on radio and online with a different campaign for each Christmas, Mother’s Day and Father’s Day retail cycle,” said a CRA spokesperson.

“Although launched in a post global financial crisis environment and promoted during a depressed Australian retail market, awareness, sales and listeners of digital radio continue to grow.”

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