The Austrian record industry has launched a campaign for recorded music CDs in response to a 20% fall in sales (based on Austria's IFPI figure) in the last five years.

The campaign will feature more than 3,000 posters with slogans such as "the disc is a world" and "music - all inclusive." There will also be promotional activities online and in stores under the motto "there is more in it, more on it, more at it."

"As part of this campaign we will develop special offers during the next months. That means more choice and a better experience for the music consumers," says Hannes Eder, general manager Universal Music Austria and president of Austrian IFPI in Vienna.

All shops will be branded with the campaign logos and the slogans which will also be used by the labels. IFPI Austria reports that the investment for the campaign is a six-digit figure in euros.

"Because of many new internet and mobile music offers and the discussions around them, our important music medium - CD - has fallen behind a little bit," says Eder. "Nevertheless the CD still is our number one in turnover."

"In 2008 about 10 million CDs were sold in Austria", adds Dr. Franz Medwenitsch, managing director of IFPI Austria.