Surprising the 1500 + attendees with their sudden appearance at the luncheon, 10 to 14 year-old kids filtered through the exhibit hall wearing tee-shirts with phrases that informed and entertained.  Tee-shirt slogans ranged from “Radio’s not cluttered - my room is” to “Are the 4A’s a new boy band?” and “You can never hear too much Kelly Clarkson.” 

The viral marketing stunt was produced by RAB, sponsors of the luncheon, to demonstrate the realities of Radio’s continuing strength in reaching the youth market.  RAB has been attacking misconceptions about Radio as part of its overall marketing plan.  This dramatic display was strategically staged during the AAAA’s to impact decision-makers from the agency community.

“Radio is in a very progressive stage of its evolution,” noted Gary Fries, President and Chief Executive Officer, RAB. “With the introduction of digital platforms from podcasting to HD Radio multicasting, Radio is becoming even more personal to targeted groups of consumers.”

“We wanted to infuse a little fun into the luncheon, while reminding everyone that Radio engages its audiences with formats targeted to specifically defined lifestyles,” said Mary Bennett, Executive Vice President, Marketing, RAB.  “Since Orlando is the mecca for family vacations, spotlighting Radio’s interaction with the younger demographic seemed like an obvious choice.”

RAB also featured an HD Radio listening station during the luncheon to showcase the applicable benefits of the new technology for listeners and advertisers.  As HD Radio rolls out, delivering not just better sound, but also more programming choices, the youth market is expected to be one of the largest growing listening groups. 

The Radio Advertising Bureau (RAB) is the sales and marketing arm of the Radio industry with nearly 7,000 members including close to 6,000 stations in the U.S., and over 1,000 associate members in networks, representative firms, sales, and international organizations.

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