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Promoting the perfect present

article date: Thursday, August 25, 2011

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Digital One, the national commercial digital radio network operator and company behind the ukdigitalradio website is launching a new nationwide advertising campaign. It focuses on the message that DAB digital radio makes an ideal present Ė almost for any occasion.

A new series of radio adverts has been commissioned and will soon start running on nine national digital radio stations: Absolute 80s, Absolute 90s, Amazing Radio, BFBS Radio, Jazz FM, Planet Rock, Premier, SmoothUK and UCB UK.

The initial burst of airtime promotes DAB digital radio as a perfect gift for students heading off to University or for the woman who has everything. Further ads in the series suggest buying a digital radio for a special anniversary, the man in your life or just when youíre stuck for inspiration. This later wave of promotional activity is expected to take place in the run up to the key buying time of Christmas.

With prices now starting from £30, a digital radio is as affordable as a bouquet of flowers (but it wonít wilt!) or a bottle of champagne (but it wonít give you a hangover!).

Commenting on the new campaign, Glyn Jones, Digital Oneís General Manager said;
ďI know from my own friends and relations that if you give someone a DAB digital radio as a present they tend to be thrilled. Almost everybody loves their radio and itís something thatíll be used every day for years to come. As digital radio prices have come down, itís also the perfect combination of affordability for the giver and extravagance in the eyes of the recipient. My eldest son goes off to college this year and heíll have a digital radio in his luggage when we drop him off.Ē

Anyone hearing the ads is directed to a brand new microsite at lovemyradio.co.uk where they can check for coverage and see a selection of digital radio present ideas.

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