Virgin Secures Castrol For Radio Sponsorship Deal
Virgin Radio has secured its first ever radio sponsorship deal with Castrol, as part of its ‘Access All Areas’ initiative.
The deal, which runs until November, will include break bumpers during the station’s traffic and travel updates, as well as sponsorship of its world rally bulletins. In addition to this Castrol will sponsor weekend promotions during the May and August bank holidays.
Nikki Preece, account manager at Virgin Radio, commented: “Access All Areas allows us to address clients’ needs using our imagination rather than trying to make off-the-peg approaches fit. This package communicated to the car-crazy Virgin Radio listener across the next eight months, with each message delivered at a key time for the brand.”
Rhona McLennan, retail marketing manager of North West Europe for Castrol, added: “This sponsorship package provides the perfect vehicle, in the perfect environment, for relevant communication with our consumers. Radio advertising has proved to be a very effective medium for Castrol over the past year and we are excited about using radio sponsorship for the first time.”
The deal was negotiated on behalf of Castrol by Mindshare’s sponsorship consultancy, Broadmind. It follows a raft of similar agreements arranged through Virgin’s Access All Areas initiative, which recently saw the station secure a deal with The Times to promote its season of film screenings (see Virgin To Promote Film Screenings For The Times).
The latest figures from the Radio Advertising Bureau show that sponsorship and promotions continued to be one of the fastest growing sectors of radio advertising, with revenue improving 14.7% year on year during 2002 to total £71.2 million (see Commercial Radio Boosted By Sponsorship And Promotions).
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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