XM Radio 2001 Annual Report Download - page 17

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Our number one marketing goal has been to cost-effectively grow
our subscriber base and build the XM brand.
Our national multi-media campaign defined the service as the
ultimate radio experience — “Radio to the Power of X.” Premiering
on more than 19,000 movie screens and the MTV Music Video
Awards, the innovative campaign was anchored by television
commercials featuring superstars David Bowie, B.B. King and Snoop
Dogg falling from the sky into unlikely places to introduce XM’s
unprecedented variety of programming. These TV ads were
supported by national and local newspaper and radio ads designed to
fully explain the benefits of XM and drive potential customers into
retail stores.
Our continued marketing effort includes national cable TV, local
market television in top markets, national and local radio, newspaper,
magazine, direct mail, outdoor and online advertising. In addition,
an aggressive marketing program has enabled thousands of potential
listeners to sample XM programming and XM radios at NASCAR
races, music concerts and retail events nationwide.
The XM advertising blitz was accompanied by a major publicity
campaign, culminating with a 60-city national press tour.
Throughout the Fall of 2001, XM was covered in more than 200
major newspaper stories and 400 broadcast stories across the
country, reaching an audience of more than 90 million people.
Marketing
‘sup fool?
“
“
— Snoop Dogg,
XM TV Commercial
15
XM SATELLiTE RADiO 2 001 Annual Report
AR 2001 TEXTPGONLYFINAL 4/9/02 12:09 PM Page 15