By Claire Reilly

In an effort to boost digital radio sales over the Mother’s Day trading period, Commercial Radio Australia (CRA) has announced it will be running a marketing campaign promoting the technology, drawing special attention to Dick Smith and Myer as two specific retailers with special offers on DAB+ products and related in-store support of the technology.

The campaign will begin this week and will be on “high-rotation” on 42 commercial radio stations, broadcast in the 5 metropolitan markets that have access to digital radio – Brisbane, Sydney, Melbourne, Adelaide and Perth. It will also be backed up by retailer brochures, online brochures and social media activity.

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“Dick Smith and Myer are being acknowledged specifically in the Mother’s Day ad campaign in recognition of extra levels of support and promotional activity of the digital radio category during this Mother’s Day retail cycle,” said Commercial Radio Australia CEO, Joan Warner.

According to GfK data from January 2012, nearly 800,000 digital radios have been sold over the last two and a half years. Warner noted that the popularity of digital radio has continued to grow, and that partnering with retailers had the potential to boost this growth.

“The 2011 Christmas and New Year digital radio sales period was the most successful since launch,” she said. “We hope our continued collaboration with retailers to promote digital radio to listeners will result in another positive spike in sales.”

More information on the campaign can be found on the CRA website.