Virgin Radio Tees Off Scotland Ad Campaign

Virgin Radio is to run a week long cross-media package to raise awareness of Scotland as a golfing destination. The campaign, which is to run from 15 to 19 July, will coincide with the world’s largest golf event, the Open Championship, which takes place in Muirfield on Scotland’s East Coast.

VisitScotland, formerly the Scottish Tourist Board, has commissioned on-air and online activity using the strapline “Scotland. Open for all”, both to promote the idea of Scotland as the “home of golf” and to drive traffic to VisitScotland.com.

The promotion takes the form of a competition on Virgin Radio’s breakfast show, backed by more chances to enter on the Virgin Radio website. Listeners will be asked to call in to the Pete & Geoff show to play for a chance to win golfing trips to Scotland and golf club sets. In order to win the challenge, they will have to answer questions related to golf and/or Scotland. If the listener answers correctly they will be asked to guide presenter Pete with his golf club as he hits a ball at a map of Scotland to determine where their holiday will be.

Guardian Media Group: 020 7278 2332 www.gmgplc.co.uk Jazz FM: 020 7706 4100 www.jazzfm.com Radio Authority: 020 7430 2724 www.radioauthority.org.uk

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