Commercial Radio Australia (CRA) today unveiled its digital radio logo and awareness campaign, which will launch with a national stunt event broadcast simultaneously across commercial and public networks.
The campaign, developed by CRA and independent agency Smart, uses an animated logo - a white stylised plus sign on blue background, along with the words ‘It’s radio as you know it, plus.’
This message will be the key message of the digital radio drive, including the launch campaign to be rolled out in three phases, commencing in the first quarter of 2009 with a ‘tease tactic’, followed by a second phase explaining capabilities and the benefits of digital radio. The third phase of the communication will drive usage and promote the launch event.
While the details of the event are yet to be determined, Joan Warner, chief executive of CRA, said it would be national and would involve both commercial and public broadcasters. Warner said the CRA has worked closely with the radio industry, manufacturers and retailers to develop the logo and collateral that will work with third party applications.
The logo’s audio component, which has been compared with the Intel mnemonic, will also be applied as a tag on retail advertising and used in store.
John Mescall, executive director of Smart said the audio component will be the most important part of the brand. “It doesn’t have any inherent meaning, but when you hear it you, you’ll know it’s digital radio,” he said.
The news comes just days after the CRA announced that the digital switch-on had been delayed until May 1, 2009.
