Digital radio industry set to launch next campaign phase

LONDON - The radio industry is about to launch the next wave in its £11m ad campaign to drive sales of digital radios.

Industry body the Digital Radio Development Bureau is running a four-week campaign across 200 commercial radio stations to highlight the benefits of digital radio.

Radioville has created the campaign, which uses a voiceover by 'Press Gang' actor Paul Reynolds to drive Christmas sales. There are eight spots in the campaign, which will be followed by another burst of activity in December.

Ian Dickens, chief executive of DRDB, said: "Retailers see their biggest sales volume over the Christmas period and it is important that we support them by keeping DAB digital radio front of mind with consumers in the months leading to December."

DRDB figures show that 250,000 digital radios were sold in the first half of the year.

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