HENNESSY & BRAY CREATE DIGITAL RADIO PROMOTION
By Adnews Staff
Hennessy & Bray Communications has created a new promotional campaign for Digital Radio Roll Out and RadioShack Canada. Digital Radio Roll Out is a consortium of private and public broadcasters the purpose of which is to introduce digital audio broadcasting services to Canada. RadioShack is the first retailer to carry a line of DAB products. The new campaign consists of a series of radio ads on major stations in Toronto, Montreal, Vancouver and Windsor. In the first ad, a cab driver is so impressed with the sound of his receiver that he pays no attention to the complaints of his passenger. The ads also highlight a $50 discount offer on Perstel DR201 and DR101 portable DAB receivers at RadioShack stores. Buyers can receive the discount by mentioning the ads and the campaign's "Are You Listening" tagline. The radio advertising is being supported with in-store materials, also created by Toronto-based Hennessy & Bray.