BDA Hires Brands2Life for European Promo

The Blu-ray Disc Association (BDA) has hired promotional firm Brands2Life to help raise consumer awareness about the high definition format in Europe. The company has already been handed the BDA's European consumer brief and will also be managing the European press office. Their goal is to converse with film, music, and gaming social media sites to raise awareness among Blu-ray's target audience.

Brands2Life director Gareth Thomas commented, "There is a misconception among consumers that the benefits offered by the step up from DVD to BD are not as great as when we switched from VHS to DVD in the 1990s."