Forget the foot bath and crepe maker, this year you’ve got to give mum a digital radio – cause they’re cheaper than ever. Although that’s not the official message being pumped out in the latest CRA campaign on 42 stations across the five metro markets, it is true, you can now purchase a DAB+ radio for less than $50. And that’s sure to help sales.

This Mother’s Day campaign, provided gratis by the commercial radio industry is the latest in a series that has benefited retailers in helping to sell nearly 800,000 units over the past two and a half years in defiance of a general slump in the retail sector.

This time around the benefit will be even larger for Myer and Dick Smith who will be the only retailers mentioned in the ads. CRA CEO, Joan Warner explains, “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.”

The Mother’s Day ads were once again written by the award winning radio specialist agency, Eardrum creative director Ralph van Dijk.

Animated online banner ads complementing the radio campaign will run on all metropolitan commercial station websites and on www.digitalradioplus.com.au. Exclusive promotional offers will be offered in store by Dick Smith and Myer throughout the Mother’s Day ad campaign.

To listen to the new digital radio ads click here.

For further information on digital radio visit:  www.digitalradioplus.com.au