Virgin Secures Castlemaine For XXXX Promotion

Virgin Radio has secured Castlemaine XXXX for a week long on-air promotion on the Pete and Geoff breakfast show, as part of its Access All Areas initiative.

The campaign will encourage listeners to adopt a more laid back ‘Australian’ lifestyle and enter a competition to win supplies of Castlemaine XXXX. Each day breakfast show presenter, Pete Mitchell, will test his knowledge of music in a quiz with an Australian DJ. The listener which backs the correct DJ will win a holiday in Australia.

The campaign will use the strapline: “Australians are XXXXing everywhere” in an attempt to promote the idea that Australian’s are having a great time enjoying Castlemaine XXXX.

Commenting on the campaign, Brian Commins, promotion director at Virgin Radio, said: “Our approach to developing bespoke campaigns allows major brands to target their key audience in an entertaining and engaging way. Again, Castlemaine XXXX has chosen Virgin Radio for promotional activity because it recognises the perfect fit with our listeners and the strength of the creativity offered by Access All Areas.”

Matthew King, from Castlemaine XXXX, added: “Virgin Radio has designed an innovative and entertaining series of competitions for us which reinforces Castlemaine XXXX’s association with the typically Australian laid back attitude. We can deliver our message very effectively through the Pete and Geoff breakfast show as we’re reaching an essential larger drinking audience.”

Earlier this month, Virgin Radio launched an on-air and online campaign to promote the British leg of the Champ Car World Series (see Virgin To Promote Champ Car World Series).

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

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