Virgin To Promote Champ Car World Series

Virgin Radio is to launch an on-air and online campaign to promote the British leg of the Champ Car World Series, as part of its Access All Areas Initiative.

The campaign begins with a week-long on-air competition on the Daryl Denham Drivetime Show, offering listeners the chance to win tickets to the London Champ Car Trophy race day at Brands Hatch.

Pre-promotion begins this week and the on-air competition will run between 14 and 18 April using the tagline: “The fastest race in the world”. On-air promotional trials will direct users to www.virginradio.co.uk for further information on the event and the chance to win a range of branded prizes.

Commenting on the campaign, Brian Commins, promotions director at Virgin Radio said: “The latest TGI figures show that Virgin Radio listeners are keen motor racing spectators between the ages of 20 and 44, providing the perfect target audience for Champ Cars.”

He added: “This bespoke package aims to address our client’s needs to encourage ticket sales for the event and increase brand awareness.”

The lastest RAJAR figures for the three months to December 2002, reveal a relatively disappointing period for Total Virgin Radio, which saw its weekly reach decline by 12.9% year on year to 2,817,000, down from 3,234,000 in the same period the previous year. Virgin FM London also performed poorly in the face of strong competition, with its weekly reach shrinking by 17.7% during the same period (see RAJAR Results Q3 2002 – London Stations).

Virgin Radio: 020 7434 1215 www.virginradio.co.uk

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