Sydney - Dec 5, 2011 - Radio in Australia is diversifying its marketing campaign for digital radio this Christmas with the addition of outdoor, print and roaming brand ambassadors, to its traditional radio ads and online banners. Building on the Father's Day campaign that saw nearly 100,000 digital radios sold in one quarter, the AU$3 million, multi-platform advertising campaign began Dec. 5, 2011, with a series of four new radio ads, scheduled across 42 commercial stations in the five state metropolitan markets of Sydney, Melbourne, Brisbane, Perth and Adelaide. The ads are written by radio specialist agency Eardrum.

Although launched in a post-global-financial crisis environment and promoted during a depressed Australian retail market, awareness, sales and listeners of digital radio continue to grow.