Digital Radio UK shifts marketing up a gear

Digital Radio UK, the organisation charged with overseeing the digital radio switchover, is to ramp up its marketing activity in the run up to Christmas to encourage the public to “spread the love” for digital radio.

D Love
Digital Radio UK’s new brand ambassador: D Love.

A new brand character called “D Love” is being introduced to build on the “strong” consumer advocacy for digital radio as part of the organisation’s upcoming marketing activity , which is part of a wider existing two-year £10m communications drive.

D Love will feature in spots on BBC TV, BBC radio and commercial stations, online and in-store from mid-November. The activity was created by ad agency RKCR/Y&R.

Drivers will be a particular target of the push, as more than 20 per cent of radio listening currently takes place inside cars, according to Rajar. More than a quarter (26 per cent) of new car registrations now have digital radio as standard, CAP/SMMT data suggests.

Ed Vaizey, the minister for culture, communications and creative industries confirmed yesterday (5 November) the Government will announce a decision on the digital radio switchover date in 2013.

Speaking at Digital Radio UK’s Drive 2 Digital conference he said: “Digital radio continues to go from strength to strength and the decision on whether we are to switch to an all-digital future will be made next year. We are already looking at the logistics of how and when a full switchover would be possible.”

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