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Ideas and technique to help you promote and image radio

Digital Radio Christmas Promotion and talkSPORT limerick

It’s Christmas time – and time for the industry’s annual push for DAB Radio sales.

In fact – Digital Radio UK have put £10m behind a major push to promote Digital Radio across the next two years. They’ve given the creative task to agency Rainey Kelly Campbell Roalfe /Y&R (one of the BBC’s usual external creative agencies) and the ‘Let It Live Digital’ campaign breaks this week.

The ads focus on the benefits of digital radio, including additional stations, how easy they are to tune, the information the radios provide on track and artist listing, and the different platforms on offer with the strapline: ‘If you love radio – let it live’.

The campaign is running across BBC radio, stations owned by GMG Radio, Bauer Media, Absolute Radio and a range of digital broadcasters, as well as Guardian News & Media newspapers, Bauer Media-owned magazines and BBC TV. Global Radio and many local radio groups will not be running the creative due to a dispute of funding the regional DAB roll out.

Have a listen to some of the station ads:

[audio:|titles=DRUK – Xmas Tag – Easy Tuning – Younger] [audio:|titles=DRUK – Xmas Tag – Track Display – Younger]


talkSPORT has unveiled bespoke creative in a bid to maximise the campaign’s impact amongst its distinctive male audience. Medium Wave remains talkSPORT’s most popular platform due to its widespread geographic coverage and the high consumer penetration of analogue radios, most notably within vehicles.

The TalkSport ad (made by TalkSport Creative and produced by Peter Gee, head of creative, and written by creative producer Jonathan Young) highlights the benefits of the improved sound quality in the form of a Christmas limerick:

[audio:|titles=Ad – DRUK talkSPORT Christmas 201101]

“There once was a listener of TalkSport,
whose enjoyment kept getting cut short.
The hiss and the crackle were too much to tackle,
Until a new digital radio he bought.”