Virgin Secures Orange For Access All Areas Promotion
Virgin Radio has secured a six figure deal to promote Orange’s international calling service through its Access All Areas initiative.
The week-long bespoke campaign launches next Monday on the Daryl Denham Breakfast Show and is designed to raise awareness of the value of calling abroad from the UK in the run up to Christmas.
The on-air activity takes the form of a daily competition giving radio listeners the chance to bring friends or family members back to the UK for Christmas. Listeners will have to register to take part in the competition and will then be informed of the benefits of calling abroad with Orange.
Brian Commins, head of promotions at Virgin Radio, said: “Orange has also sponsored Virgin Radio’s Traffic & Travel & Weather bulletins for six months this year. The audience we can offer is a good fit with Orange’s target market and the mechanic allows a great opportunity for a number of our listeners to be reunited with loved ones at Christmas time.”
Virgin Radio recently launched a six-figure campaign to promote the Holiday Inn hotel chain as part of its recently launched Spotlight initiative (see Virgin Brings Holiday Inns To Radio Listeners). The month-long promotion includes editorial segments in the Pete & Geoff drivetime show, a specially created microsite and point of sale activity across Holiday Inn hotels.
Last month press reports suggested that Richard Desmond, owner of Express Newspapers, is considering a bid for Scottish Media Group’s Virgin Radio (see Desmond Reported To Be Considering Virgin Radio Bid). Desmond, who has made no secret of his plans to expand his media interests, is believed to have discussed a plan to buy the commercial radio station at board level.
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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