NEW YORK, NY - February 3, 2003 - SIRIUS (NASDAQ: SIRI), the premier satellite radio broadcaster and only service delivering uncompromised coast-to-coast music and entertainment for your car and home, is launching today its largest and most provocative national brand advertising campaign ever. The new campaign is embracing music fans and challenging them to elevate their expectations and demand access to the music they love.
Created by Crispin Porter + Bogusky, the multimedia campaign encompasses television, cinema, magazines, newspaper, direct mail, outdoor and online components. Debuting for national television audiences this evening, this unique campaign kicks off with the first of six thirty second spots all featuring a different music genre and using computer animation to illustrate what that style of music might look like. The first spot features music by Hip-Hop turntablism artist Dr. Octagon, and it also takes the unconventional step of crediting the artist for the music heard in the ad. Other spots will highlight Hard Rock, Electronica, Jazz, Dance and Classical music. SIRIUS will also debut additional spots during the 45th Annual GRAMMY® Awards telecast airing Feb. 23 on the CBS Television Network.
"At SIRIUS, we present music in a way that has never been done before. It is delivered uncut, uncompromised, commercial free and with digital clarity - the way artists meant the music to be heard," said Mary Pat Ryan, Executive Vice President of Marketing for SIRIUS. "SIRIUS stands for passion about music and entertainment, and our new brand campaign brings that passion to life."
The SIRIUS brand campaign features the tagline -- "it's_ON" - and demonstrates in all its components SIRIUS' philosophy about being true to listeners, not corporate agendas.
"As an agency, the opportunities that get us most interested and excited are those that make it possible to help disrupt established institutions at the center of pop culture," said Jeff Hicks, President and Partner at CP+B. "Everyone knows that with commercial interruptions, payola and manufactured fame, radio is no longer on the side of the listener. SIRIUS offers a unique opportunity to redefine music and entertainment programming, and deliver it to listeners anywhere they go."
Ms. Ryan added, "The SIRIUS campaign is unlike anything you've ever seen on television before. The spots are guaranteed to evoke emotion, stimulate discussion and ultimately, we hope, open minds and of course drive demand for SIRIUS."
Crispin Porter + Bogusky is perhaps best known as creators of the 'truth' anti-tobacco campaigns and for their work on the US launch of the BMW MINI line of automobiles. Based in Miami and Los Angeles, Crispin Porter + Bogusky's other clients include IKEA, Molson and Bacardi. CP+B was named "Agency of the Year" by Creativity Magazine two out of the last three years and has been ADWEEK's "Agency of the Year" for the Southeast in 1999, 2001 and 2002.
SIRIUS is the only satellite radio service bringing listeners 100 streams of the best music and entertainment coast-to-coast. SIRIUS offers 60 music streams with no commercials, along with 40 world-class sports, news and entertainment streams for a monthly subscription fee of $12.95. Stream Designers create and deliver uncompromised music in virtually every genre to our listeners 24 hours a day. Satellite radio products bringing SIRIUS to listeners in the car, truck, home, RV and boat are manufactured by Kenwood, Panasonic, Clarion, Audiovox and Jensen, and are available at major retailers including Circuit City, Best Buy, Car Toys, Good Guys, Tweeter, Ultimate Electronics, Sears and Crutchfield. SIRIUS is the leading OEM satellite radio provider, with exclusive partnerships with DaimlerChrysler, Ford and BMW. Automotive brands currently offering SIRIUS radios in select new car models include BMW, Chrysler, Dodge, Jeep®, and Nissan. Automotive brands that have announced plans to start offering SIRIUS in select models include Ford, Lincoln, Mercury, Mercedes-Benz, Jaguar, Volvo, Mazda, Infiniti, MINI, Audi, Volkswagen, Land Rover and Aston Martin.
Click on www.SIRIUS.com to listen to SIRIUS live, or to find a SIRIUS retailer or car dealer in your area.
Any statements that express, or involve discussions as to, expectations, beliefs, plans, objectives, assumptions, future events or performance with respect to SIRIUS Satellite Radio Inc. are not historical facts and may be forward-looking and, accordingly, such statements involve estimates, assumptions and uncertainties which could cause actual results to differ materially from those expressed in any forward-looking statements. Accordingly, any such statements are qualified in their entirety by reference to the factors discussed in our Registration Statement on Form S-4 (File No. 333-101317), and amendments thereto, filed with the Securities and Exchange Commission. Among the key factors that have a direct bearing on our results of operations are: our need for substantial additional financing in the first half of this year; our dependence upon third parties to manufacture, distribute, market and sell SIRIUS radios and components for those radios; the unproven market for our service; our competitive position and any events which affect the useful life of our satellites.