DRDB to launch first retail campaign in summer

The Digital Radio Development Bureau is to launch its first retail promotion campaign in the summer in a bid to boost DAB listenership.

†The Digital Radio Development Bureau is to launch its first retail promotion campaign in the summer in a bid to boost DAB listenership.

The regional campaign is the first point of sale marketing the industry lobby group has initiated. The work is designed to complement its long running press and radio work which runs each Christmas.

Figures compiled by Rajar show radio listening via DAB radio sets increased from 17.9% to 19.9% year on year, †in the first three months of 2009.

The increases contrast to slight dips reported in December compared to the third quarter in 2008 reflecting “strong” Christmas DAB sales, according to DAB DRDB chief executive Tony Moretta.

The DRDB has hired Miles Calcraft Briginshaw Duffy to undertake the work following a pitch, which will also include a radio spot. Its move to increase its promotional activity follows news that the BBC and commercial radio leaders have created a body to boost digital radio.

The Radio Council will seek to promote digital radio content across platforms. The council is a recently formed joint initiative made up of the BBC and commercial radio†stakeholders†

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here