Virgin Radio Invests £3m In Biggest Ever Ad Campaign
Virgin Radio is investing £3 million to promote its rock sound to the nation in its biggest ever advertising campaign.
The campaign, which includes TV, outdoor, print and cinema activity, will run throughout February and March, featuring artists that define the station’s sound. Virgin’s No Repeat 9 To 5 will be heavily promoted as part of the initiative, as will the Pete And Geoff Breakfast Show.
TV and cinema ads will run nationally using the strapline “Better music, more of it” to promote changes to the station’s DJ line-up and music policy. This will be supported by an outdoor campaign designed to drive listeners to the station.
Outdoor activity in London will be heavily up-weighted with bus sides and cross track advertising on the Underground. Meanwhile, an ongoing press campaign will run in men’s style and motoring titles to support the initial activity.
Commenting on the campaign: “John Pearson, chief executive of Virgin Radio, said: “In the last year we have rebuilt the station and now have a clearly defined music policy and world class DJ line-up. This advertising campaign is the first part of our drive to communicate our music difference, which appeals to a large audience of album buying 25-44 year olds.”
Scottish Media Group, which acquired Virgin Radio when it bought Ginger Media from Chris Evans, will no doubt be hoping that the investment in advertising pays off. The group saw pre-tax profits drop by 42.5% to £11.5 million in the first half of last year and earnings fell by 9.0% to £31.3 million during the same period (see SMG To Sell Publishing And Online Business).
News of the ad campaign comes just days before the release of RAJAR audience data for the fourth quarter of 2002. Data for the three-months ending in September 2002 reveals a disappointing period for Total Virgin Radio, which saw its weekly reach decline by 19% year on year to 3,001,000, down from 3,703,000 in the same period the previous year.
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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