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CRA launches a campaign to celebrate DAB+ digital radio

Commercial Radio Australia (CRA) has released a campaign for DAB+, celebrating the emotional connection listeners experience with digital radio programming.

Created by Eardrum and directed by Andrew Garrick from The Production Group, the ads display scenes of the diverse digital radio audience with the goal of demonstrating that “radio is the ultimate soundtrack to any situation”.

The campaign aims to promote the digital radio technology and position DAB+ as a required feature when they purchase their next audio device.

Joan Warner, chief executive officer of CRA, said: “This new campaign reinforces radio’s key strengths and listener engagement, while highlighting that DAB+ radio enhances these qualities by offering a variety of choice and exceptional sound quality. DAB+ provides additional diversity in both broadcast content and the ways in which all radio content can be consumed, giving people what they want, when they want it.”

Ralph van Dijk, founding creative director at Eardrum, added: “We wanted to deliver a campaign that blends the timeless qualities of live radio with a celebration of the new world of choice offered to listeners by DAB+. What distinguishes radio from other audio is the emotional connection listeners have with the content and DAB+ offers them even more of what they love.”

CRA’s numbers state that there were more than 4.208 million people listening to DAB+ radio in 2018, up from 3.616 million in 2017.

The campaign has been launched in line with the Australian commercial radio industry’s adoption of the global DAB+ logo, as licensed by World DAB, in order to better align the Australian market to the international DAB industry.

The first phase of the campaign will run throughout December and into January 2020. Radio ads will go to air in all market where DAB+ is broadcast, in regional and metro areas, and video advertisements will primarily on digital and social channels, including catch up TV.

The international DAB+ Logo

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