Virgin Takes To The Road With New Branding

Virgin Radio has unveiled its new branding as “Virgin Radio The Music We All Love”, using what it describes as an emotional statement to broaden its appeal and expand its listenership beyond its core rock and alternative music audience.

The new branding will be driven by a high profile advertising campaign, which will include new artwork and imagery, as well as the use of branded articulated lorries touring London over the next month.

Virgin’s new imagery will also feature on Primesight’s exclusive Backlight 48 sheets in key London locations for a fortnight in May and across Haymarket publications from June.

Virgin hopes to connect with both listeners and advertisers alike with its new branding, which was created by the station with creative agency Think Farm.

The station has launched several initiatives to boost listening in recent months, including the creation of the UK’s first commercial radio podcast, funded through advertising and enabling listeners to hear the Pete and Geoff Breakfast Show whenever and wherever they choose, via their MP3 player (see Virgin Makes Podvertising First With Pete And Geoff).

Elsewhere the station made another first, by offering listeners internet radio via their mobile phones. The new technology allows listeners to hear Virgin Radio, as well as its digital spin off stations, wherever they are provided they are within reach of a GPRS mobile internet connection (see Virgin Offers Digital Radio To Mobiles).

Virgin has seen its weekly reach slip in recent months, losing 4.4% year on year in the three months to December 2004. However, the SMG-owned station has maintained its 1.4% audience share, and currently boasts a weekly reach of over 1.06 million.

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