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Going with the slogan "Digital Radio ? its radio as you know it ? plus", the campaign, along with the new powder-blue flower-like logo, is designed to act as a feature in all their marketing and advertising campaigns, which will encompass print, TV, radio as well as online and Point of Purchase campaigns.
Along with that, the CRA unveiled a new web site, complete with links to DAB+ participating retailers, radio stations and manufacturers, giving the marketing push a further dimension.
The nation-wide launch, which will cost an estimated $10 million will be rolled out in three phases in the first quarter of 2009 in Sydney, Melbourne, Brisbane, Perth and Adelaide.
The launch, which will be in three phases will start off as a teaser to raise brand awareness, with phase two outlining the features and benefits of digital radio and phase three will be designed to drive the usage of digital radio, with a yet to be announced launch event rounding off the marketing program.
