XM Radio Seals Radio Shack Deal with $100m Campaign

27 February 2001

Broadcaster XM Satellite Radio and retailer Radio Shack yesterday signed a deal that will see XM’s radio receivers and subscription services on offer at up to 1,800 outlets nationwide.

XM is eager to boost sales of its equipment and services in rural areas where the retailer is most strongly represented. The broadcaster is scheduled to go on-air this summer, offering subscribers one hundred digital quality radio channels at a monthly fee of $9.95.

The launch and its alliance with Radio Shack will be promoted via a $100 million ad campaign created by the Playa del Rey, California, office of Omnicom’s TBWA/Chiat/Day.

News source: Advertising Age - Daily Deadline