By Lisa Johnston
New products on display at the American International Toy Fair, held in N
The HD Digital Radio Alliance kicked off the final installment in its one-year $200 million marketing campaign on Nov. 13, when new radio ads began promoting the availability of HD Radio receivers in Circuit City, the expansion of RadioShack's national rollout to new markets, and $25 and $50 product rebates previously announced by HD Radio inventor iBiquity.
Following the alliance's fall campaign, the holiday campaign is placing 150 commercials per week on each of more than 600 alliance radio stations, which broadcast in the top 68 markets out of the 151 markets in which stations are broadcasting in digital, the alliance said. The numbers add up to more than 90,000 spots airing in 68 markets for six weeks ending Dec. 24.
Participating retailers and manufacturers will collaborate with the alliance on additional marketing efforts such as print ads, catalog inclusion, and online and in-store campaigns.
The campaign will promote Circuit City as the first big-box retailer of HD Radio products, which will be available in Circuit City stores in the top 10 markets and on Circuit's Web site. Alliance ads will also promote RadioShack's expansion of HD Radio availability to about 2,500 stores nationwide in 56 of the 68 markets where HD digital radio broadcasting is underway.
Suppliers and other retailers included in the Alliance promotion are Amazon, Cambridge SoundWorks, Crutchfield, Tweeter and JVC, which recently reduced the price of a car CD-receiver with embedded HD Radio tuner to $199. Coupled with a $50 rebate, the price of the JVC head unit goes to $149, making it the lowest priced CD-receiver with HD Radio inside.
The JVC rebate is part of a mail-in rebate program developed by iBiquity and 20 home and car audio suppliers for the holiday season.
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