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HD Alliance Puts Focus On Radio 'Upgrades'
ORLANDO -- March 31, 2008: The HD Digital Radio Alliance is offering new messaging and logos and has a new radio campaign on the air as it launches a second phase of marketing HD Radio to consumers. As alliance shifts its focus from building consumer awareness to persuading consumers to convert to HD, its message is now "HD Radio -- it's time to upgrade!"
The new tagline appears in the HD Radio logo, on HD Alliance websites and broadcaster resources, and in a national radio advertising campaign that began today on more than 700 stations in 100 markets.
A survey by Critical Mass Media found that 77 percent of consumers are now aware of HD Radio, and HD Alliance President/CEO Peter Ferrara said, "We closed 2007 with consumer awareness at unprecedented levels. This year will see unparalleled levels of receivers in cars and at retail, totally new data applications, and new investments in HD2 and HD3 programming from broadcasters. Now is the time to convert consumer awareness into purchasing action."
Alliance EVP Diane Warren said, "Phase one of our marketing over the past two years focused on targeting consumers to 'discover' HD Radio. Clearly, our tagline and theme of 'HD Radio -- discover it!' worked extremely well. The next step in our marketing will speak to the reasons to 'upgrade' to an HD Radio, and with 70 million radios sold a year, there is an enormous opportunity here. Together with iBiquity, we look forward to being in lockstep with our retail, manufacturer, automotive, and other HD Radio stakeholders."
The decision to change focus now was brought about, in part, by discussions at the HD Radio Idea Summit, held earlier this month in Orlando. Among those in attendance at the invitation-only event were representatives of alliance members CBS Radio, Greater Media, Clear Channel, Entercom, Beasley, and Emmis, and, on the media and advertising side, Jacobs Media, Critical Mass Media, and ad agency GSD & M Idea City -- the agency that put together the new radio creative -- as well as representatives from HD developer iBiquity, the NAB, and the RAB.
At that gathering, Ferrara said, "We explored fresh thinking and innovative strategies for growing and converting consumer awareness into sales. To have so many companies and smart, diverse people working side by side for the good of this industry really says something about the commitment to HD Radio. Our unified voices will be a clear signal to automakers, retailers, and consumers that it's time to upgrade to HD Radio."
Ford, Mercedes, Volvo, BMW, MINI USA, Jaguar, and Hyundai have plans to offer HD Radio in current or future models, and a number of major electronics manufacturers offer aftermarket HD receivers.
New Tools For Broadcasters
Additionally, new and expanded resources for broadcasters are now available at the alliance website, www.hdradioalliance.com, including a marketing tool kit for stations launching or about to launch in HD, planning and marketing materials for auto dealerships, iBiquity's HDRadioUniversity.com online training for retail salespeople, Spanish-language materials, and complete access to produced commercials promoting HD Radio products, programming, and availability.
The HD Alliance is a joint initiative of broadcasters including Beasley, Bonneville, Buckley Radio, CBS Radio, Citadel, Clear Channel, Emmis, Entercom, Greater Media, and WBEB/Philadelphia to accelerate a successful HD Radio rollout.
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